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This study aims to determine whether there is an influence of service quality, online customer reviews, and ratings on the purchasing decisions of skincare cosmetics online. The research uses a quantitative approach with an explanatory or causal design to explain how one variable affects changes in another, with the research object being female internet users aged 24-44 years. The sample size used in this study is 100 respondents. The method used is computerized media program SPSS 20.00. The results show a positive relationship between service quality and online customer reviews on purchasing decisions. However, ratings do not have a positive impact on purchasing decisions. Nonetheless, together, service quality, online customer reviews, and ratings have a positive influence on purchasing decisions due to other unobserved independent variables, such as product costs, human resources, processes, and physical evidence.
Pampresa et al. (Tue,) studied this question.
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