<![CDATA[This study examines the effects of affiliate marketing and online customer reviews on Generation Z's purchasing decisions on TikTok Shop, with consumer trust as a mediator and perceived ease of use as a moderator. The study used a quantitative approach, collecting data from 100 respondents through purposive sampling and analyzing it with Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4. The findings reveal that affiliate marketing (β = 0.553, p < 0.001) and online customer reviews (β = 0.299, p < 0.001) positively and significantly influence consumer trust but have no significant direct effects on purchasing decisions. Consumer trust significantly affects purchasing decisions (β = 0.606, p < 0.001) and fully mediates the effects of affiliate marketing (β = 0.335, p < 0.001) and online customer reviews (β = 0.181, p = 0.003). Meanwhile, perceived ease of use shows no significant moderating effects on the proposed relationships. The model explains 62.3% of the variance in consumer trust and 66.4% in purchasing decisions. Theoretically, these findings support the Stimulus–Organism–Response framework by emphasizing consumer trust as a psychological mechanism connecting digital marketing strategies with purchasing decisions. Practically, marketers should prioritize credible affiliate recommendations, authentic customer reviews, and trust-building strategies to strengthen consumer confidence and encourage purchasing decisions.]]>
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