<![CDATA[Currently, online marketing through live streaming commerce presents substantial opportunities for brands to expand their businesses. Furthermore, consumers consistently review online customer feedback, which significantly influences purchasing decisions. This study aims to explore the impact of live streaming commerce and online customer reviews on purchase decisions, with trust serving as a moderating variable among Barenbliss cosmetic customers. The research methodology involves explanatory research and non-probability sampling using purposive sampling methods, with a sample size of 105 respondents who use Barenbliss lip makeup products and engage in live streaming features on Shopee. Data analysis employs SmartPLS version 4.0. The findings indicate that live streaming commerce significantly and positively influences purchase decisions, while online customer reviews also have a positive and significant impact on purchase decisions. Trust moderates the relationship between live streaming commerce and purchase decisions positively and significantly. However, trust moderates the relationship between online customer reviews and purchase decisions significantly, albeit in a negative direction. These results align with consumer behavior theory, which examines how individuals purchase and use goods and services, including their decision-making processes. Based on these findings, it is recommended that Barenbliss should increasing live streaming operators, engaging more actively with customer reviews by providing solutions, and meeting customer needs to attract purchasing interest.Keywords: Live streaming commerce; online customer review; purchasing decisions; purchase decision Saat ini, pemasaran online melalui live streaming commerce memberikan kesempatan bagus pada brand guna mengembangkan bisnisnya, serta konsumen yang selalu meninjau online customer review yang ada, membuat hal tersebut berpengaruh terhadap keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh antara live streaming commerce dan online customer review terhadap purchase decision melalui trust sebagai variabel moderasi pada pelanggan kosmetik Barenbliss. Tipe penelitian ini adalah explanatory research dan teknik pengambilan sampel non-probability sampling dengan metode purposive sampling. Sampel pada penelitian ini berjumlah 105 responden pengguna produk lip makeup Barenbliss yang menggunakan fitur live streaming Shopee. Analisis data dalam penelitian ini diolah menggunakan SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa live streaming commerce memiliki pengaruh positif dan signifikan terhadap purchase decision, online customer review memiliki pengaruh positif dan signifikan terhadap variabel purchase decision, trust memoderasi pengaruh antara live streaming commerce terhadap purchase decision secara positif dan signifikan, serta trust juga memoderasi pengaruh antara online customer review terhadap purchase decision secara signifikan namun berpengaruh ke arah negatif. Hal ini sesuai dengan teori perilaku konsumen yaitu bagaimana seseorang membeli dan menggunakan barang dan jasa, termasuk cara mereka memutuskan apa yang akan dibeli dan bagaimana mereka bersiap untuk membelinya. Berdasarkan hasil penelitian ini, Barenbliss disarankan untuk menambah operator live streaming, meningkatkan interaksi atau menjawab ulasan konsumen disertakan solusi, dan memenuhi kebutuhan dari konsumen sehingga mampu menarik minat pembelian.Kata Kunci: Live Streaming Commerce; Online Customer Review; Keputusan Pembelian; Purchase Decision]]>
