<![CDATA[The purpose of this study is to determine the influence of online customer reviews and online customer ratings on purchasing decisions for cosmetic and skincare products through Sociolla E-Commerce. This type of causal quantitative research uses PLS-SEM, with a population of Sociolla consumers in Mataram and a sample of 100 respondents through purposive sampling. The instrument in the form of a 5-point Likert questionnaire was analyzed with SmartPLS after validity and reliability tests. The results of the study indicate that online customer reviews have a positive and significant effect on purchasing decisions, online customer ratings are also proven to have a positive and significant effect on purchasing decisions. Online customer reviews and online customer ratings have a contribution of 0.633 and an adjusted R-square of 0.626 or 62.6% in forming purchasing decisions and the remaining 36.7% is determined by other variables outside the research model.]]>
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