The Impact of Social Media Marketing, e-WOM, and Brand Loyalty on the Millennial Purchase Intention

• Author(s): Rina Rahmawati
• Paper ID: 1703124
• Page: 184-193
• Published Date: 20-01-2022
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 5 Issue 7 January-2022

Abstract

This study highlightsthe millennial purchase intention. This Gen Y uses many technologies in both information and communication. The objectives of this study were to determine: (1) the effect of social media marketing on the purchase intention, (2) the effect of e-WOM on the purchase intention, (3) the effect of brand loyalty on the purchase intention. Thestudy populationswere all customers belonging to the millennial generation in Indonesia. From 250 respondents, 249 questionnaires were successfully analyzed. Data were analyzed using SEM method with the PLS approach. The research finding show (1) there is a significant effect of social media marketing on the purchase intention of the millennial generation; (2) there is a significant effect of e-WOM on the purchase intention of the millennial generation and (3) there is a significant effect of brand loyalty on the purchase intention of the millennial generation

Keywords

Social media marketing, Electronic word of mouth, Brand loyalty, Millennial generation

Citations

IRE Journals:
Rina Rahmawati "The Impact of Social Media Marketing, e-WOM, and Brand Loyalty on the Millennial Purchase Intention" Iconic Research And Engineering Journals Volume 5 Issue 7 2022 Page 184-193

IEEE:
Rina Rahmawati "The Impact of Social Media Marketing, e-WOM, and Brand Loyalty on the Millennial Purchase Intention" Iconic Research And Engineering Journals, 5(7)