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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.

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