The Role of E-WOM and Influencer Marketing on Generation Z's Purchasing Decisions

This study examines the influence of Electronic Word of Mouth (E-WOM) and influencer marketing on Generation Z’s purchasing decisions in Indonesia. Using a quantitative approach, data were collected from 150 respondents through an online questionnaire employing a five-point Likert scale. The data were analyzed using SPSS version 25, including validity testing, reliability testing, descriptive analysis, and multiple regression analysis. The findings indicate that both E-WOM and influencer marketing have significant positive effects on purchasing decisions, with influencer marketing showing a stronger predictive influence. E-WOM enhances decision-making by providing credible peer-generated information, while influencer marketing exerts a powerful persuasive effect through credibility, relatability, and attractive content. The results emphasize the importance of digital engagement and social media-based strategies in influencing Generation Z’s consumer behavior. This study contributes to the growing literature on digital marketing effectiveness in emerging markets and provides practical insights for brands seeking to optimize engagement with young consumers in Indonesia.