<![CDATA[Shopee, one of the leading marketplaces in Indonesia, has the majority of Generation Z consumers who tend to be tech-savvy in making purchasing decisions when shopping. Research gaps regarding the causes of consumer purchase decisions in online shopping state that purchase decisions can be influenced by brand image or online customer reviews, but several other studies also deny this. It is hoped that this research can contribute in the form of updating literacy, namely that brand image and online customer review variables influence the purchase decisions of Generation Z in Jakarta on the Shopee marketplace. This research uses a quantitative approach by distributing questionnaires. The number of respondents to this research was 200 Generation Z in Jakarta who had shopped at the Shopee marketplace. The data was analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) technique in the Smart PLS 4 program. The results of the analysis show that brand image and online customer reviews influence the purchase decisions of Generation Z in Jakarta on the Shopee marketplace. Shopee salah satu marketplace unggul di Indonesia memiliki mayoritas konsumen generasi Z yang cenderung bersifat tech-savvy dalam membuat keputusan pembelian saat berbelanja. Research gap tentang sebab keputusan pembelian konsumen dalam berbelanja online menyebutkan bahwa keputusan pembelian dapat dipengaruhi oleh citra merek ataupun ulasan konsumen, namun beberapa penelitian lain juga menyangkal hal tersebut. Penelitian ini diharapkan dapat memberikan kontribusi berupa pembaharuan terhadap literasi, yaitu adanya variabel citra merek dan ulasan konsumen memengaruhi keputusan pembelian Generasi Z di Jakarta pada marketplace Shopee. Penelitian ini menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner. Jumlah responden penelitian ini adalah 200 generasi Z di Jakarta yang sudah pernah berbelanja pada marketplace Shopee. Data dianalisis dengan menggunakan teknik Partial Least Square-Structural Equation Modelling (PLS-SEM) pada program SmartPLS 4. Hasil analisis menunjukkan bahwa citra merek dan ulasan konsumen berpengaruh terhadap keputusan pembelian Shopee generasi Z di Jakarta.]]>
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