THE EFFECT OF FACEBOOK ADVERTISING ON GENERATION Y PURCHASE DECISION

This research is to benefit the marketers to more effectively reach Generation Y customers as in this globalisation era. Hence, the aims of this research is to investigate the effect of Facebook advertising on Gen Y purchase decision and moderating effect of demographic factors on the relationship between perception of Facebook and purchase decision. The three perceptions proposed in the model, namely perceived trust, perceived informativeness and perceived risk with moderating effects of gender between perceptions of Facebook advertising and consumer purchasing decision. The quantitative research was used for 300 respondents from Gen Y participated were selected from Generation Y in Johor, Malaysia. Results of the research shows that perceived trust and perceived risk have a significant relationship with purchase decision, but perceived informativeness does not have a significant relationship with purchase decision. In addition, gender had a significant moderating effect on the relationship between perception of Facebook ads and purchase decision.