The purpose of this study is to analyze the effect of digital marketing, word of mouth, and service quality on purchasing decisions. This research was conducted on consumers or customers of PT. Pegadaian Regional Office VII Denpasar. The number of samples in this study were 220 respondents. The sampling technique is accidental sampling. Data collection was obtained from the results of the distribution of consumer questionnaires PT. Pegadaian Regional Office VII Denpasar. Data analysis in this study uses multiple linear regression analysis. The results of multiple linear regression analysis show that digital marketing, word of mouth, and service quality variables have a positive and significant effect on purchasing decisions. The results of this study indicate that the higher the digital marketing, word of mouth, and quality of service, it will increase purchasing decisions. Keywords: digital marketing, word of mouth, service quality, purchasing decisions

More and more millennials are interested in investing in crypto assets like Bitcoin and Ethereum. However, there is still uncertainty and hesitation in making this investment. This study aims to determine the effect of herding behavior on the millennial generation's intention to invest in crypto assets. This research was conducted in Indonesia with the respondents being the millennial generation who adopted crypto assets. The population in this study is the millennial generation of crypto asset adopters throughout Indonesia which continues to change every time, so the number is unknown. The sampling technique was carried out by purposive sampling with a sample of 220 respondents. Data was collected by distributing questionnaires via google form. The analysis used is SEM-PLS. The results of this study indicate that herding on social media environment has a positive and significant effect on behavioral intention. Herding on social media environment has a positive and significant effect on financial literacy. Herding on social media environment has a positive and significant effect on E-trust. Financial literacy has a positive and significant effect on behavioral intention. E-trust has no effect on behavioral intention. Ethical concern is able to moderate the influence of herding on social media environment on behavioral intention.