The internet is the most important part of life, especially in the field of goods and services companies. The digital era has brought technological changes to human life, such as the use of marketplaces as a place to buy and sell digitally. The phenomenon of online shopping is now a social trend. The internet makes it easier for consumers to make purchasing decisions simply through gadgets, therefore before making purchasing decisions consumers will first look at product reviews, store ratings and electronic service quality. The purpose of this study was to determine the effect of product reviews, store ratings and e-serqual on online purchasing decisions for Generation Z at the shopee marketplace in Ponorogo. This study uses a quantitative approach with the method of distributing questionnaires via google form, the population in this study cannot be known with certainty because the number of respondents is relatively large and there is no exact data. The sampling method used Simple Random Sampling technique as many as 126 respondents. Data collection using questionnaires and analyzed using SmartPls 3.0. The results of the study found that the variables of Product Review, Store Rating, and E-Serqual have a significant influence on the online purchasing decision of the Shopee marketplace for Generation Z in Ponorogo.