<![CDATA[The rapid growth of e-commerce has led consumers to increasingly rely on online reviews and consumer confidence when making purchasing decisions, particularly for skincare products that require careful consideration before purchase. This study focuses on examining the impact of online buyer reviews and customer expectations on purchasing decisions for skincare products on marketplaces in the Gunung Anyar area of Surabaya. This research employs a quantitative approach by collecting data through the distribution of a Likert-scale questionnaire to buyers who have completed transactions for skincare products on online shopping platforms. The sample was determined using purposive sampling, with a total of 100 respondents. The data analysis methods employed included validity tests, reliability tests, classical assumption tests, and multiple regression analysis using SPSS software. The results of this study indicate that online buyer reviews have a positive and significant influence on consumer purchasing decisions; buyer trust also has a positive and significant influence on purchasing decisions; and, simultaneously, both variables have a significant impact on the decision to purchase skincare products on online shopping platforms in the Gunung Anyar area of Surabaya.]]>
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