The Effect Of Social Media Use And Peer Influence In The Millenial Generation On Purchase Decision Through E-Wom As Variable Intervening In This Is April

Abstract

Abstract
In the current era technology is developing rapidly, which causes most people to use social media to carry out all activities including the purchase of goods and services. The use of social media has now been dominated by the millennial generation; millennial generation users say that they are more likely to search for brands on social media. The main purpose of this research is to examine the effect social media and peer influence have on purchasing decisions among the millennial generation with E-WoM as an intervening variable by using Nonprobability sampling and purposive sampling. This survey included 275 respondents which is the buyers of This is April products. In this study, descriptive analysis and SmartPLS 3.0 software was used for SEM analysis. According to the results of this investigation, E-WoM and peer influence have a positive and significant effect on purchase decision, while social media do not positive and significant effect on purchase decision. Peer influence and social media have a positive and significant effect on E-WoM. E-WoM also mediates the relationship between social media, peer influence, and purchase decision.
Keywords: Social Media, Millenial Generation, Peer Influence, E-WoM, Purchase Decision, This is April.