Online Shopping Behavior in Millennials Generation: The Effect of Social Media

social media is one of the platforms most widely used by people, especially Y generation or the millennial generation. Social media is also very helpful in making it easier for someone to connect with each other through indirect communication, getting information to online shopping features. The purpose of this study is to find out how social media can influence the behavior of Y Generation in shopping online. Research data were collected through questionnaires which were distributed to a target of 230 respondents. Respondents were selected using a purposive sampling technique where the respondents are millennials who use social media, and have done online shopping through social media. Analysis of research data using PLS-SEM techniques with Smart PLS software. The results of this study show that live streaming, online reviews, and promotion tools positively affect online shopping behavior. Online review and live streaming variables have a greater influence on online shopping behavior. The celebrity endorsement variable does not affect online shopping behavior.