<![CDATA[This study aims to determine how customer reviews and ratings influence the purchasing decisions of electronic products in Multi Store consumers. The research method used in this study is a descriptive quantitative research method that aims to describe and explain a phenomenon based on facts that occur in the field. This study uses a Likert scale questionnaire and uses a Cochran sample involving hundreds of people. The data is processed using SPSS version 27 to analyze the questionnaire results and measure all variables, with several tests, namely; data quality test; validity test and reliability test. Classical assumption test; normality test, heteroscedasticity test, multicollinearity test, linearity test, multiple linear regression test. Hypothesis test; t test, f test and coefficient of determination test. The results of the study Online Customer Review (X1) and Online Customer Rating (X2) simultaneously have a positive and significant effect on Purchasing Decisions (Y). This can be proven through a determination test using an R Square value of 0.622 or 62.2%, while the remaining 37.8% is influenced by other variables outside the study.]]>
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