Online reviews play a vital role in influencing consumer purchasing decisions in the digital marketplace. This study examines how customers make purchase decisions through online reviews, analyses key factors that impact their purchasing choices, and identifies the most influential review platform. Using a convenience sampling method, data were collected from 120 respondents to analyze the significance of various review attributes, including star ratings, review volume, recency, content detail, visual and video reviews, negative feedback and responses, reviewer credibility, influencer endorsements, and comparative reviews. This study provides valuable insights for e-commerce platforms and businesses seeking to optimize their online review strategies