Online Customer Reviews and Online Customer Ratings on Product Purchasing Decisions Skintific through Customer Trust

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Online customer reviews and ratings significantly enhance purchasing decisions for Skintific products, establishing a direct link between them.
Increased consumer trust mediates the relationship between online ratings and purchasing decisions, indicating its key role in consumer behavior.
Data were collected from 167 Instagram users, leveraging Partial Least Square analysis via SmartPLS 3.0 to uncover these dynamics.
The findings emphasize the importance of reputation management in the cosmetics industry, aiming to build trust and enhance consumer loyalty.

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Quantitative analysis highlights how online reviews and ratings influence purchasing decisions, suggesting consumer trust mediates this effect.

Sari et al. (2025) studied this question.

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Quantitative analysis highlights how online reviews and ratings influence purchasing decisions, suggesting consumer trust mediates this effect.