PERAN E-WOM, LIFE STYLE, KEPERCAYAAN, DAN CONTENT MARKETING DALAM KEPUTUSAN PEMBELIAN GENERASI MILENIAL DI FACEBOOK

Muhammad Ferdianto (Universitas Muhammadiyah Palopo)
Rahmat Solling Hamid (Universitas Muhammadiyah Palopo)
Edi Maszudi (Universitas Muhammadiyah Palopo)

JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)
Vol 10 No 1 (2023): JMBI UNSRAT Volume 10 Nomor 1

This study aims to examine the effect of e-wom, life style, trust, and content marketing on purchasing decisions. The total number of the population in this study is unknown, so the sample was taken using a non-probability sample and a total of 150 respondents were obtained. Hypothesis testing using the Structural Equation Model technique. Based on the research results, e-wom has a direct significant effect on purchasing decisions, life style has a direct significant effect on purchasing decisions, trust has a direct significant effect on purchasing decisions, and content marketing has a direct significant effect on purchasing decisions. Keywords: e-wom, life style, trust, content marketing and purchasing decisions.