Indonesia is experiencing serious problems in the era of globalization. Since the era of free
trade, many imported products have flooded the national marketplace. Lack of domestic products‟
competition on its own country make business actors in Indonesia must understand about purchasing
decision of millennial generations that will become the next generations of the nation. Their purchasing
decision depends on the product quality perception and they want products that suit with their style.
Millennial generations outreach through social media marketing is believed to be necessary to influence
their purchasing decisions. The research objectives are to know the effect of the perception of modern
Batik product quality and product innovation on purchasing decisions with social media marketing as a
moderator variable. The analysis method used is Partial Least Square (PLS) with sample of 100
respondents. The research results show that the millennial generations‟ purchasing decisions are affected
by their perception of product quality and innovation. The perception of product quality and purchasing
decisions are weakened by social media marketing. The perception of product innovation and purchasing
decisions are not affected by social media marketing as moderator variable.
Keywords: perception, quality, innovation, marketing, purchasing decision