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This study examines the relationship between Self Congruity and consumer purchase decision, the relationship between emotion and consumer purchase decision, susceptibility to reference group influence type (informational and normative influence) and consumer purchase decision, emotion in moderating the relationship of Self Congruity and consumer purchase decision and the susceptibility to reference group influence types in moderating the relationship of Self Congruity and consumer purchase decision. Data collection is done through online surveys. The study respondents were 500 men and women aged between 18-36 years (Millennial generation). The study found that in self congruity, were found predicting consumer purchase decision. The positive emotion also were found predicting consumer purchase decision, The susceptibility of those reference group influence types, both normative and informational, also has a significant positive relationship to consumer purchase decision. Moderation analysis shows that susceptibility to both types of reference group influence strengthens the relationship of Self Congruity and consumer purchase decision, and the second moderation, positive emotion strengthens the relationship of self congruity and consumer purchase decision .