ROLE OF REVIEWS AND RATING IN E-COMMERCE PURCHASE DECISIONS

The rapid growth of e-commerce has significantly transformed consumer buying behavior, making online reviews and ratings a crucial component of the decision-making process. In the absence of physical interaction with products, consumers increasingly rely on feedback provided by other users to evaluate product quality and reliability. This study aims to examine the role of reviews and ratings in influencing e-commerce purchase decisions and their impact on consumer trust and buying intention. The research adopts a descriptive and analytical approach, using primary data collected through structured questionnaires from online shoppers. Secondary data from journals and online sources were also reviewed to support the analysis. The study evaluates how different aspects of reviews, such as positivity, authenticity, and volume, along with rating scores, affect consumer perception. The findings reveal that positive reviews and higher ratings significantly enhance purchase intention, while negative reviews tend to discourage buying decisions. Additionally, the credibility and recency of reviews play a vital role in building consumer trust and reducing perceived risk. The study concludes that reviews and ratings act as a powerful form of electronic word-of-mouth (e-WOM), directly impacting consumer behavior in e-commerce. Businesses must focus on maintaining transparent and reliable review systems to strengthen customer trust and improve overall sales performance.