Analysis of Factors Influencing Millennial Consumers' Buying Interest in Impulse Buying in Online Sales

Abstract

Abstract

Impulse buying is an unplanned purchase made by consumers. The growth of the e-commerce market share in Indonesia continues to increase every year, triggered by the millennial segment who spends the most monthly income on online shopping. The purpose of this study is to assess what factors influence the buying interest of millennial consumers in impulse buying that can be increased by marketers. This study uses a qualitative research method with a descriptive approach to the technique of collecting literature studies from secondary data. The results of the study stated that internal and external factors had a significant influence on impulse buying.

Keywords: Impulse Buying; E-commerce; Millenials.