The research background explores how game industries have evolved with free to play game model. Genshin Impact also has gained global attention with its gameplay. In-app purchases have become the main revenue of free to play game model. The big of online community and eWOM have led to the intention of purchasing in-game virtual items. The objective of this research is to measure how much eWOM influence the purchase intention of virtual item in Genshin Impact. This research is expected to improve marketing strategies for Genshin Impact while utilizing eWOM with a better understanding of how they influence customer purchase intention. This research adopts a quantitative approach by collecting data through surveys via a questionnaire from representative samples. The analysis method is using SEM-PLS that investigates how much eWOM influence purchase intention. This method allows to predict relation of the independent variable that more than two on the dependent variable. This r