In the digital age, e-commerce has emerged as a dominant force in retail, with customer reviews serving as a critical factor in influencing purchasing decisions. This research investigates how online reviews affect consumer purchase intentions and brand loyalty. Through primary survey data from 600 respondents and secondary literature, the study examines variables such as review credibility, sentiment, volume, and recency. Findings reveal that reviews significantly impact trust, conversion rates, and long-term customer loyalty. The paper highlights managerial implications for e-commerce platforms and brands, emphasizing the strategic use of customer feedback.