Abstract:
Purpose – Investigate the association of internal and external factors of consumers and analysing the role of moderating
comparative marketing aspects, especially the part of YouTuber and celebgram in influencing purchase decisions. Apart from
that, it provides an overview of the pattern of purchase decision making in forming Millennials and Y generation consumer
culture
Research design, data, and methodology – This study uses a quantitative research approach with descriptive, predictive, and
prospective data analysis on 300 eligible Millennials and Y aged 20-35 years who are bachelor-educated. Data collection
using online surveys with final statistical analysis using the Partial Least Square (PLS) approach
Results – All hypothesis are declared accepted, indirect testing the dominant internal consumer factors have a positive and
significant effect on consumers' purchase decisions. Through testing Moderating, aspect marketing comparative is also
authoritative able to moderate internal consumer factors towards purchase decision making.
Conclusions – Digital technology is changing the paradigm and perceptions of the millennials and Y generations in terms of
behaving as a generation of technology connoisseurs who also influence and shape the culture of that generation and the
generations to come in the future
