Electronic commerce is currently growing rapidly in Indonesia. Due to Indonesia huge population, its e-commerce also has always been a target for many businesses. Moreover almost half Indonesia’s populations are youth or what we called Millennials. This evidence stated that they are all technology savvy and will make e-commerce grow bigger. This thesis
main objective is to understand more about the internal and external factors that influence Millennials’ purchasing decision toward e-commerce. This thesis uses a systematic review and synthesis literature on e-commerce, generation Y, personalities, social influences, and technology acceptance. The author suggests a research framework which focus on Generation Y’s personalities, social groups, social media, subjective norms, and technology of the ecommerce
itself that may influence the buying behavior. A series of research propositions will be introduced to aid further research on generation Y's (Millennials) buying behavior toward e-commerce in Indonesia.

TABLE OF CONTENTS
I. ABSTRACT I
II. ACKNOWLEDGMENT II
III. TABLE OF CONTENTS III
IV. LIST OF FIGURES V
1. INTRODUCTION 1
1.1 Background of The Study 1
1.2 Research Objectives 2
1.3 Research Questions 3
1.4 Research Procedure 3
1.5 Scope and Limitations of The Study 4
2. LITERATURE REVIEW 5
2.1 Indonesia Overview 5
2.2 Theory of E-Commerce 5
2.3 E-Commerce Indonesia 2017/2018 Review 6
2.4 Definition of Generation Y 7
2.5 Consumer Behavior Theory 9
2.6 Social Group 10
2.6.1 Social Group Influence 10
2.6.2 Word of Mouth on Social Media 11
2.7 Technology Acceptance Model (TAM) 11
2.8 Theory of Planned Behavior (TPB) 14
2.8.1 Subjective Norms 14
2.9 Personality Trait 15
2.9.1 Big Five Personality Dimensions 15
3. RESEARCH METHODOLOGY 18
3.1 Review Scope 18
3.2 Research Methods 18
3.3 Research Propositions Framework 19
4. ANALYSIS OF DATA AND FINDINGS 21
4.1 Findings and Propositions 21
4.1.1 Social Group Influence 21
4.1.2 Word of Mouth on Social Media 22
4.1.3 Technology Acceptance Model (TAM) 23
4.1.4 Subjective Norms 24
4.1.5 Big Five Personality Dimensions 24
4.1.6 Indonesia’s Millennials Buying Behavior 26
4.1.7 Methodological Issues 27
5. CONCLUSION AND RECOMMENDATIONS 29
5.1 Further Research and Conclusion 29
REFERENCES 31

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