Role of Viral Marketing, E-Service Quality, and Ease of Use on Millennial Gen Purchasing Decisions with Brand Image as an Intervening Variable at Marketplace in Indonesia

This study aims to determine the role of viral marketing, e-service quality and ease of use on purchasing decisions of millennial generation through brand image as an intervening variable in Indonesian marketplace. This study uses a quantitative approach using the population, namely all residents of East Java with ages between 26-35 years (Millennial Generation). The number of research samples determined by the slovin formula so that the number of 100 respondents was obtained. Primary data collection in this study used a questionnaire distribution technique with a Likert Scale. The data analysis technique uses SEM-PLS with SmartPLS (3.0) software. The results showed viral marketing and ease of use have an influence on purchasing decisions both directly and indirectly through brand image. E-service quality does not have a significant influence on purchasing decisions directly or indirectly through brand image. Also brand image has a significant direct influence on purchasing decisions