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Abstract Customer purchase preferences refer to certain characteristics any consumer wants to have in a good or service to make it preferable to him/her. This could be the level of happiness, degree of satisfaction, utility from the product or service. Due to the development of digital communication, e-WoM has an important role in influencing this customer preference especially when customers need to decide what gadgets products should be bought. This research tries to analyse the implication of e-WoM components such as interpersonal ties, homophily and source credibility indirectly to the customer purchase decision through customer purchase preference of the electronic gadgets products. By using around 103 simple random samples taken from gadget users and enthusiasts around Jakarta, the data were analyzed using descriptive, correlational and multi regression statistics with the help of SPSS software. Result showed that only the source of credibility had an impact indirectly on customer purchase decision through customer preference, while the source of credibility itself also had an impact directly and partially to the consumer purchase decision of electronic gadgets products. Since electronic gadget to be more unusually or cleverly designed than normal technology at the time of their invention, so this research could be not valid for the conventional consumer products, therefore other research need to be reconfirmed whether the e-WoM has the similar influence to its purchase decision.