<![CDATA[The research aims to determine the influence of Online Customer Review, Online Customer Rating, and Influencer on the Purchase Decision of G2G skincare products on the Shopee e-commerce platform, and to test the simultaneous influence of the three variables. The method used is a quantitative approach with surveys via questionnaires to 100 respondents who are G2G skincare consumers on Shopee. Data were analyzed using multiple linear regression with the help of IBM SPSS Statistics. The research instrument was validated through content validity testing and item correlation, and reliability using Cronbach's Alpha. Classical assumption tests include normality, multicollinearity, and heteroskedasticity to ensure the feasibility of the regression model. The results show that Online Customer Review has a significant influence on the Purchase Decision of G2G skincare products on the Shopee e-commerce platform with a value of 0.312. Online Customer Rating has a significant influence on the Purchase Decision of G2G skincare products on the Shopee e-commerce platform with a value of 0.237, and Influencer has a significant positive influence on the Purchase Decision of G2G skincare products on the Shopee e-commerce platform with a value of 0.478. Collectively, Online Customer Review, Online Customer Rating, and Influencer have a significant influence on the Purchase Decision of G2G skincare products on the Shopee e-commerce platform with a sig value of 0.01 < 0.05.]]>
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