Key points are not available for this paper at this time.
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
Nurcahyani et al. (Fri,) studied this question.