Sinaga, Inggrid WahyuniAdmaja, Aurelia Nesia Putri2024-12-302024http://103.209.1.147:4000/handle/PL029/2671This study aims to analyze the influence of affiliate marketing and online customer reviews on the purchase intention of Generation Z consumers on the Shopee platform. As digital natives, Generation Z relies heavily on online content and peer reviews when making purchasing decisions. The research adopts a quantitative approach, surveying 87 students from Batam State Polytechnic who are familiar with Shopee. Data was gathered through an online questionnaire and analyzed using Structural Equation Modeling (SEM) with SmartPLS software. The findings reveal that both affiliate marketing and online customer reviews significantly influence purchase intention. Affiliate marketing, driven by influencers, successfully attracts consumer attention and enhances interest in products. Meanwhile, positive online customer reviews help build trust, reduce uncertainty, and encourage purchasing decisions. These results underscore the critical role of affiliate marketing and online reviews in shaping consumer behavior. By integrating these strategies, e-commerce platforms like Shopee can increase consumer engagement and strengthen purchase intentions among their target audience.enArticleNIM4122001033NIDN0030118701KODEPRODI63311#ADMINISTRASI BISNIS TERAPAN