<![CDATA[The growth of e-commerce increases the importance of digital information in shaping consumer purchasing decisions, particularly through store ratings and customer reviews. This study aims to analyze the influence of store ratings and customer reviews on purchasing decisions at PT Ace Distrindo Sejahtera. The study used a quantitative approach with multiple linear regression analysis. The study population was active customers who purchased the company's products in the past month. A sample of 100 respondents was determined using purposive sampling and the Lemeshow formula. Data were collected through a structured questionnaire with a Likert scale and analyzed using validity, reliability, classical assumptions, t-test, F-test, and coefficient of determination. The results showed that store ratings had a positive and significant effect on purchasing decisions, while customer reviews had no significant effect partially. Simultaneously, both variables had a significant effect on purchasing decisions with an R² value of 0.390. In conclusion, store ratings were a more dominant individual factor in driving purchasing decisions, while customer reviews contributed when considered together with store ratings.]]>
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