<![CDATA[In the rapidly growing e-commerce era, consumer purchasing decisions on platforms like Shopee are influenced by various factors. This article presents an in-depth analysis of the influence of online customer reviews and online customer ratings on purchasing decisions on the Shopee Marketplace. Through this research, we explain the concept of purchasing decisions in the context of e-commerce and consider the important role of online customer reviews, and online customer ratings in consumer decision making. We examine how factors influence consumer preferences, the extent to which online customer reviews influence consumer perceptions, and how online customer ratings can influence a consumer's level of trust in a product or seller on Shopee. Our research results provide valuable insights into consumer preferences in the context of Shopee. We found that the factors of online customer reviews, and online customer ratings play an important role in purchasing decisions on these platforms. The implication of these findings is that sellers and marketers can improve their strategies by better understanding these factors and optimizing their influence on consumer purchasing decisions. ]]>
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