<![CDATA[This quantitative, associative study investigates the impact of customer reviews and product ratings on consumer purchase intention for the Skintific brand on TikTok Shop. Data were collected via questionnaires from 100 respondents selected through purposive sampling and analyzed using multiple linear regression with SPSS. The findings reveal that both user reviews and product ratings significantly and positively influence purchase intention, both partially and simultaneously. Notably, user reviews (β = 0.503) have a more dominant effect than product ratings (β = 0.375). Informative reviews and high ratings enhance consumer trust, which in turn encourages the purchase of Skintific products on TikTok Shop. The model explains 73.4% of the variance in purchase intention (R² = 0.734). This research confirms that consumer interactions through reviews and ratings are critical factors in shaping purchasing decisions. It also provides important implications for brand managers, suggesting a strategic focus on managing review quality and maintaining consistent, high ratings to sustain and boost consumer purchase intention]]>
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