Electronic Word-of-Mouth Analysis and its Impact on Purchase Decisions: Studies on “Millennial and Z” Generation

The consumer purchase decision is a significant factor for a company as it concerns revenue and long-term operational continuity. This study aimed to measure the factors of electronic word-of-mouth (e-WOM) and its impact on consumer purchase decisions in the marketplace Shopeefood. It employed a quantitative approach paradigm. The research instrument was a questionnaire containing 15 items measured with the Likert scale model. The samples were selected using a purposive sampling approach covering millennial and Z-generation consumers. The primary data were obtained through surveys. A total of 107 respondents contributed to this study. The collected data were analyzed using descriptive analysis and multiple regression. The results indicated that most (71.40%) of consumers open the Shopeefood application, and 91.34% access information about the products, reviews, and ratings before making a transaction. A total of 72.66% of consumers have a positive experience from previous transactions. Hypothesis testing partially showed that the intensity parameter does not affect the purchase decision. Meanwhile, the content parameter and the valence of opinion simultaneously affect and contribute 30.30% to the purchase decision.