Factors Influencing Online Buying Behaviour of Millennial Generation

Abstract

Indonesia is the number 1 as a country in Southeast Asia with the highest e-commerce transactions. Millennials in Indonesia, whose average age is 18-25 years, occupy 69% of the total population who apply the internet as a means of online shopping. This study aims to examine the influencing factors towards online product purchases for the millennial generation. This study uses a quantitative approach by conducting a survey of 1,801 students at a private university in Jakarta, Indonesia, as a case study. The study used a questionnaire that was distributed online. The data were processed using descriptive statistics, validity tests, reliability tests, and factor analysis. The results showed that of the 20 factors tested. There were six factors that greatly influenced the online product purchasing decisions of these millennials. The six factors are available products, Promotion, Refund, consumer attitude, demography, the reputation of online stores. This finding showed that the factors that influenced purchasing behavior in consumers were very different in the millennial generation compared to respondents of different ages and backgrounds in previous studies in Indonesia.