According to (Gesitera, 2020) Online customer reviews refer to feedback from consumers regarding info about the evaluation of an item regarding several facets of the product. This reviews are reviews that are either positive or negative which are useful for consumers who contain reliable information which makes the increasing number of reviews, it can be stated that they influence customers to attract consumer interest and decide to buy the product. Reviews from consumers regarding various product elements, such as quality, benefits, and usage experience. (Pratama Putra et al., 2021). These reviews often contain in- depth details that benefit new customers understand the benefits and drawbacks of the good from the perspective of previous users. Good evaluations can raise the overall impression of the good from the perspective of previous users, while negative evaluations can reduce buyer interest. The assertion isrelevant to studies from (Almayani & Graciafernandy, 2023), (Mufid Suryani et al., 2022), and (Fauziah et al., 2023) which show that reviews have major impacts on purchasing decisions. However, different findings were produced by previous study (Kawet et al., 2024) which proved that reviews did not have a positive and major impacts on purchasing decisions.

H1: Online Customer Reviews influence Purchasing Decisions

On the other hand, as stated by Lackermair et al.,(Mokodompit et al., 2022) Rating refers to consumer opinions shown on a gauge. Ratings are usually used by internet merchants as stars, which if the additional stars, indicates an improved judgment (Sianipar & Yoestini, 2021). When the rating received by a product is high, consumers have a tendency to sense assured and then make a purchase decision on the product concerned. Conversely, if the rating is poor, consumers are more likely to undo the purchase intention. The outcomes match up with the study (Anggraini et al., 2023), (Latief & Ayustira, 2020), and (Priangga & Munawar, 2022) which indicates that ratings partially have a positive and significant effect on purchasing decisions. However, this finding contradicts the study (Haikal Ayasya Isfansyah, 2021) which indicates, ratings do not significantly influence purchasing decisions.

H2: Online Customer Rating influences Purchase Decision

Reviews possess a crucial function in building trust from customers because they provide an in-depth picture of the user's real experience along with the good. Good evaluations from customers can build more trust which in turn boosts sales while negative reviews reduce trust for customers (Pasi & Sudaryanto, 2021). Detailed and transparent reviews allow potential buyers to know the advantages and disadvantages of the product objectively, so they feel more confident and secure in making a purchase decision. Information obtained from these various points of view not only increases understanding of product quality, but also strengthens the positive image of the brand in the eyes of consumers. This statement is supported by research (Hariyanto & Trisunarno, 2020), (Cincin Rohmatulloh, 2022), and (Kamisa et al., 2022) which indicates that reviews significantly affect customer trust. However, these findings are different from the opinion (Pratama Putra et al., 2021) that reviews do not significantly affect trust.

H3: Online Customer Reviews influence Customer Trust

Ratings presented through a star system provide a quick and clear visual picture of user satisfaction with a product. The higher the rating given, the stronger the signal of trust and quality perceived by potential buyers, thereby reducing doubts and increasing motivation to make a purchase. This assertion is backed by previous research (Firdaus et al., 2023), (Wahyudi & R, 2019), and (Ovaliana & Mahfudz, 2022) which indicates that reviews affect customer trust. However, this contradicts the opinion of previous study (Munte et al., 2020) , rating do not significantly affect customer trust.

H4: Online Customer Rating affects Customer Trust

Customer trust that has been built through online reviews and ratings is the main foundation of the decision-making mechanism for customers before buying something. Transparent and authentic information from previous users gives confidence that the product has proven its quality, so that potential buyers feel safer and more confident in choosing the product. Trust is an aspect that all business actors want to achieve from their customers (Bil, 2020). Consumer trust is also known as consumer trust, which is a sense of confidence, trust, and customer insight regarding a product regarding the various features and benefits it offers.This aspect is useful for generating positive feedback from the customers concerned, while attributes are features that may or may not be present in an object. Consumer trust in service and goods companies is strongly influenced by the honesty and responsibility of a company (Hijriyatunnisa & Widodo, 2024). The availability of social evidence in the form of positive testimonials not only strengthens perceptions of quality, but also reduces doubts and increases brand loyalty. This phenomenon encourages customers to make purchases quickly and accurately, and has the potential to create long-term relationships between brands and customers. This statement is supported by research(Pasi & Sudaryanto, 2021), (Oktaviani et al., 2022) and (Lailiya, 2020) which proves that

customer trust affects purchasing decisions. However, it is contrary to the opinion of (Hariyanto & Trisunarno, 2020) that customer trust does not affect customer trust.

H5: Customer Trust affects Purchasing Decision

This difference in findings indicates that context, customer characteristics, and product type can influence the connection across reviews and ratings with purchase decisions and customer trust. Consumers' reliance on reviews and ratings in evaluating products directly affects how trusting they are of a brand. Customer trust is the customer's confidence, trust, and insight regarding a product regarding the various features and benefits it offers. This trust arises because customers consider reviews and ratings as a form of social proof that indicates the product in question has been tested and accepted by most of the public. With increased trust in positively reviewed products, consumers are more likely to make purchases, which in turn increases consumer loyalty and satisfaction with the brand in question. That is why, consumer trust serves as a link between reviews and ratings and greater purchase decisions. Referring to a study from (Waluyo, 2022) and (Sari & Mustaqim, 2024) that reviews have a significant effect on purchasing decisions through customer trust. According to studies from (Indra et al., 2022) and (Banurea et al., 2023) that ratings have a significant effect on purchase decisions through customer trust and according to (Hijriyatunnisa & Widodo, 2024) the findings, customer trust can mediate the correlation between reviews and customer ratings as an intervener does not strengthen the correlation between review variables and payment variables to purchase decision variables.

H6: Online Customer Reviews positively influence Purchasing Decisions through Customer Trust as a Mediating Variable

H7: Online Customer Rating positively influences Purchasing Decisions through Customer Trust as a Mediating Variable.

Referring to this explanation, the findings of previous studies were found to be inconsistent or there was a research gap, so it was re-examined regarding the Effect of Online Customer Reviews and Online Customer Ratings on Purchasing Decisions for Skintific Products using Customer Trust as the Mediating Variable. By understanding these factors, this research not only provides insight for marketers in finding the best ways to attract customers, but also helps customers make smarter decisions. This research becomes relevant in the context of a changing economy, where consumers are increasingly dependent on digital information.

Table 2. Validity Test Result

In the validity test based on the explanation of Hair et al. (2019), the suggested loading factor value for a valid indicator is with a preference of > 0.7, to indicate, the indicator contributes significantly constructively. Based on the data presented in the table, all indicators have exceeded the loading factor value>

0.7 except for one indicator in the Online Customer Review construct (X1.1), which has a value of 0.705, which is still below the acceptance threshold. This indicates that all indicators have good convergent validity, because each indicator can explain the latent variable quite well. Thus, the results of this validity test confirm that the tested model has valid indicators and is suitable for use in further analysis.

Table 3. Reliability Test Results

In the reliability analysis, the results displayed by the four variables are worth Cronbach's Alpha> 0.7, meaning that this instrument has good internal consistency. In addition, the Composite Reliability value also indicates strong findings, through all of its constructs that are worth> 0.8, which indicates high construct reliability. Then the results show, all of its constructs are worth AVE > 0.5, which indicates its convergent validity is acceptable because each construct has the ability to explain more than 50% of the variance of its indicators. Therefore, the findings indicate that the four constructs tested produce good validity and reliability, so these findings can be used for further research analysis.

Table 4. R-Square

According to(Hair, Risher, et al., 2019), R² worth 0.75 is classified as significant, 0.50 is moderate, and 0.25 is weak in social research. Considering the examination's outcomes, the adjusted R value of the Trust is 0.638, which indicates that the review and ratings are able to explain the Trust variable worth 63.8%. That is why, it might be said that the model is said to be moderate. Meanwhile, the R square adjusted Purchase Decision is 0.651, which indicates that the Review, Rating and Trust able to clarify the Purchase Decision worth 65.1%. Thus, it might be implied that the model is considered moderate.

Table 5. Direct Effect

Referring to the findings of the analysis as Table 5 indicates positive relationships across all paths, each with T-Statistic > 1.96 and P-values of 0.000 <

0.05 through the 5% significance level, indicating strong support for the hypothesized relationships in the model.

Table 6. Indirect Effect

In the Summary of Inderect Influence Result (inderect effect) analysis, it indicates how the dependent is impacted by the independent variable by means of the mediator variable.

The findings in table 4 indicate that H1 is accepted, as evidenced by the T- Statistics of 3.061 and P-Values of 0.002 under the standard of significance of 0.05.

The findings indicate that Reviews have a significant impact on Purchasing Decisions. When someone buys a product online, they want to get a really good product without seeing it in person. so reviews are crucial to convincing buyers to make decisions. This means that it can be stated that the better the online consumer reviews, the more probabilty consumers are to purchase the good. This discovery is pertinent to previous studies(Utami et al., 2024) and(Aah Koriah et al., 2024) that concluded that reviews have a positive and significant impact on Purchasing Decisions.

The findings in table 4 show that H2 is accepted, as evidenced by the T- Statistics 2.473 and P-Values 0.014 under the standard of significance of 0.05. When someone wants to buy a product online, they will rely on ratings from previous customers as a guide in making decisions so that the better the assigned rating by previous buyers, the more probability potential buyers are to make a decision to buy the product because they feel more confident that the product is of quality and as expected. The resulting findings are relevant to previous studies(Ananda & Andriani, 2024) and(Isnaini et al., 2024) which concluded that ratings have a positive and significant impact on Purchasing Decisions.

The findings in table 4 show that H3 is accepted, as evidenced by the T- Statistics of 3.492 and P-Values of 0.001 under the standard of significance of 0.05. This means that Online Customer Review has a significant effect on Trust according to the results of the statistical value, this indicates that when someone sees a lot of positive reviews from other customers, they will feel more confident that the product is indeed of quality and as promised by the seller. Conversely, if there are many negative reviews, they will hesitate and may look for other products. The more positive reviews, the more probability consumers are to believe in the product or store and ultimately decide to buy.This finding is relevant to the study from(Gesitera, 2020) which proves that reviews have a positive and significant impact on customer trust.

The findings in table 4 show that H4 is accepted, as evidenced by the T- Statistics of 7.115 and P-Values of 0.000 under the standard of significance of 0.05. This means that Online Customer Rating has a highly major impacts on Trust, with the highest T-Statistics among all tested relationships. Humans tend to follow the decisions of others. If thousands of people give a high rating for a product, potential buyers will think that the product is indeed worth buying, because many people have proven it. so Online Customer Rating plays a role in providing trust signals for consumers. The higher the rating of a product or store, the more probability potential buyers are to believe and finally decide to buy. This finding is relevant to the study produced by(Kamisa et al., 2022) which proves, ratings have a positive and significant impact on customer trust.

The findings in table 5 show that H5 is accepted, as evidenced by the T- Statistics of 4.466 and P-Values of 0.000 it falls below the degree of relevance of

0.05. Consumer trust has a significant impact on Purchasing Decisions. The greater the degree of customer trust in a trademark or goods, greater the likelihood probable the customer is to buy that product. This outcomes is relevant to previous studies(Nur & Octavia, 2022) and(Umma & Nabila, n.d.) it determined that the client trust has a significant positive effect on purchasing decisions.

The study found that reviews and ratings can increase customers' trust in a particular brand, which can significantly influence their purchase decisions. The findings indicate the interdependence between these components and their collective impact on specific product sales. From a theoretical perspective, this research supports and extends the marketing strategy of incorporating customer trust which in turn leads to purchase decisions.

The findings in table 5 show that H6 is accepted, as evidenced by the T- Statistics of 2.864 and P-Values of 0.004, indicating a significant relationship. This means that Online Customer Review significantly influences Purchase Decision through Trust. Positive customer reviews do not necessarily make someone buy immediately, but first build trust. After trust is established, then potential buyers feel safe and confident to make a buying decision. This is why customer trust acts as an important intermediary in the decision-making process. These findings indicate that positive customer reviews will increase customer trust in a product or service, which in turn has an impact on increasing purchasing decisions. The resulting findings support the study(Fahrozi et al., 2022) which concluded that customer trust can mediate reviews to purchasing decisions.

The findings in table 6 show that H7 is accepted, as evidenced by the T- Statistics of 3.629 and P-Values of 0.000, this means, Rating also affects Purchasing Decision through Trust showing a significant relationship. The findings indicate that trust has a significant part in regulating the connection across ratings and purchasing decisions, where the greater the customer rating, the higher the degree of customer trust in a product which ultimately increases their possibility of creating a purchase. The findings indicate that there is an influence of Reviews on Trust and Purchasing Decisions. The resulting findings can be said to support the study (S. Novela, et al., 2023) which identifies ratings influence purchasing decisions through consumer trust as the mediating variable.

Thus, the outcomes of this analysis indicate that trust serves as a significant mediator of the connection across ratings and reviews and purchase decisions. This reinforces the idea that, while consumer ratings and reviews immediately influenced purchase decisions, the effect becomes stronger when consumer trust in the product or service increases. Therefore, in digital marketing strategies,

building customer trust through positive reviews and ratings is a crucial factor in efforts to increase the purchase decision of a product.