International Journal of Current Science Research and Review ISSN: 2581-8341 Volume 06 Issue 06 June 2023 DOI: 10.47191/ijcsrr/V6-i6-54, Impact Factor: 6.789 IJCSRR @ 2023 www.ijcsrr.org 3635 * Corresponding Author: Ali Akbar Volume 06 Issue 06 June 2023 Available at: www.ijcsrr.org Page No. 3635-3656 Maximizing Simultaneous Social Media Communication: A Study on Purchase Intention among Millennials and Generation Z in the Online Language Learning Industry Ali Akbar 1 , Dina Dellyana 2 1,2 Master of Business Administration Program, School of Business and Management, Institut Teknologi Bandung, Jl. Ganesha No 10, Bandung, 40132, West Java, Indonesia ABSTRACT: Born in the middle of lock down Covid-19 in Indonesia, Cetta Online Class started their journey and currently has more than 1700 enrolling students in 5 language classes. However, Cetta needs to re-evaluate to be able to win the market and grow their sales, as they enter the market by using social media marketing communication. Cetta needs to know how to utilize more of their firm-created social media and their ongoing students to be able to generate more word of mouth. Studies have found that firm- created social media communication, user-generated social media communication, and E-WOM have a significant positive impact on purchase intention in several countries. All respondents of this study are millennials and members of Generation Z, as Cetta’s students are Millennials and Gen Z. This research was conducted for academic purposes and to make recommendations for Cetta Online Class, a company in the service industry and, to be more precise, a brand that operates an online foreign language course. This research uses quantitative linear regression approaches with a survey method and cross-sectional research design. The measuring tools of the study designed by Alrwashdeh, Emeagwali & Aljuhmani (2019) to measure E-WOM and purchase intention; and Schivinski and Dabrowski (2016) to measure firm-created and user generated social media communication. The sampling technique used in this research is purposive sampling. This study involved 444 respondents (64% Gen Z and 36% Millennial). The results showed that: First, E-WOM is the most influential factor, but it is surpassed by simultaneous social media communication, which is an integrated communication strategy that incorporates all three elements, including firm-created social media, user- generated social media, and E-WOM. Second, Gen Z respondents have more influence than millennials, which includes both firm- created and user-generated influence. Millennials exceeded Gen Z in E-WOM by 0.02%. Third, the recommended strategies to maximize simultaneous communication are: create new design, social media creative team recruitment, content contests and challenges, student stories and testimonials, student ambassador program, invest more in service quality and learning journey, create a referral program, and build a strong community. KEYWORDS: E-WOM, Firm-created Social Media Communication, Gen Z, Millennials, Purchase Intention, User-generated Social Media Communication. I. INTRODUCTION Businesses in education sector are growing rapidly especially since the pandemic Covid-19 started. At the same time, the Education service businesses increasing 5.72% in Q2-2021 becoming Rp 88,15 trillion, and that saying that it contributes of 3.37% of national GDP in 2021. The online learning model is now becoming very common in many institutions and even become necessity for various groups [1]. Indonesia’s education sector has a huge attention in recent years, along with the increase of Indonesian consumer spending, reflected by the increasing number of Education Technology users. The market size of Indonesian Education Technology is estimated on $112 million in 2019 and expected to grow at 24.9% annually [2]. The International trade is one of the main variables in the gross domestic product (GDP) calculation, and to ensure the international trade run smoothly a good communication is needed, and language is the main barrier of international communication. In this world, English is the second language to learn after the first language of the country itself [3]. Born in the middle of Lock down Covid-19 in Indonesia, Cetta Online Class started their journey as fully synchronous English Online Course, Founded by Arief Hidayatullah in May 2020. Cetta currently become a holding company offers Five different languages: English, Japanese, Mandarin, and Korean. Cetta Online Class with 4 different product Languages, develop 4 different Instagram accounts, the purpose is to let the Instagram algorithm to catch specified niche market/audience. Cetta's current audience/followers