<![CDATA[The increasing volume of digital transactions in Indonesia has made it essential for businesses to understand the factors that influence consumer behavior. As the most accessed e-commerce platform in Indonesia, Shopee has become one of the primary channels for online purchasing activities. In this context, consumer reviews and customer satisfaction are considered important factors influencing purchasing decisions. This study aims to analyze the effect of consumer reviews and customer satisfaction on purchasing decisions on Shopee. The research employed a quantitative approach using primary data collected through questionnaires distributed to 118 active Shopee users selected through a total sampling technique. Data were analyzed using multiple linear regression, preceded by validity, reliability, normality, multicollinearity, and heteroscedasticity tests. The results indicate that consumer reviews have a positive and significant effect on purchasing decisions (t = 6.191; p = 0.000). Similarly, customer satisfaction also has a positive and significant effect on purchasing decisions (t = 3.708; p = 0.000). Simultaneously, consumer reviews and customer satisfaction significantly influence purchasing decisions (F = 140.385; p = 0.000). The coefficient of determination (R²) value of 0.709 indicates that 70.9% of the variation in purchasing decisions can be explained by consumer reviews and customer satisfaction, while the remaining 29.1% is influenced by other variables not examined in this study. The findings conclude that consumer reviews and customer satisfaction are critical factors in enhancing purchasing decisions on Shopee and can serve as a reference for UMKM and e-commerce companies in developing more effective digital marketing strategies.]]>
