Purpose: The growth of e-commerce and rapid technological development have prompted changes in business actors in marketing products and consumers when buying a product. To convince potential buyers, reviews of a product are essential, likewise, to convince the prospective consumer. Research methodology: This study used an experimental approach to test the effectiveness of product reviews in the form of videos or writings on increasing purchase intentions. The experiments were conducted with 118 students selected from the population. A simple randomized participant design was used. Results: The experimental results show a significant increase in purchase intention for consumers who see reviews of cosmetic products in videos and writing. There is no significant difference between the use of reviews in the form of videos and writing on purchase intentions. Contribution: This means that the use of reviews on a product using both video and written media is equally effective in arousing potential customers to buy a product as long as information clarity is described in the review. Practically, these findings form the basis for business people to take advantage of reviews in marketing their products.