<![CDATA[The development of e-marketplaces in Indonesia, particularly Shopee, has driven increasingly fierce digital-based business competition, especially in targeting Generation Z as active users. This study aims to analyze the influence of affiliate marketing and online customer reviews on Generation Z's purchase decisions on the Shopee e-marketplace. Respondents in this study were Generation Z aged 18–25 years who resided in Central Java Province. The sampling technique used purposive sampling with a sample size of 75 people. Data collection was carried out through a questionnaire based on a 1–5-point Likert scale. The data analysis technique used was multiple linear regression with the help of SmartPLS 4.1.1.8 software. The results showed that affiliate marketing and online customer reviews, both partially and simultaneously, had a positive and significant effect on purchasing decisions. This finding indicates that the more effective the affiliate marketing strategy and the more positive customer reviews, the higher the tendency of Generation Z to make purchasing decisions on Shopee. This study provides theoretical contributions to the development of digital marketing literacy as well as practical implications for e-marketplace management in formulating strategies based on young consumer behavior.]]>
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