The Phenomenon of Online Shopping in the Millennial Generation

The digital age influences the lifestyle of millennials in daily life, where the internet and gadgets are necessary things. This can be seen from communicating with others until buying things on the internet. The objective of this research is to see the phenomenon that is happening in a millennial generation through the phenomenon of online shopping. In line with this, the marketing mix also developed into 7P which are Product, Price, Place, Promotion, Physical Evidence, People, Process. The connection with this research is to look at the marketing mix with the millennial generation in their online shopping behavior. The respondents of this study were UPH students, the questionnaire as a research instrument, and the data were processed and analyzed descriptively. The results obtained: the phenomenon of online shopping in the millennial generation likes online shopping because it is practical, cheaper prices, variants/types of complete products, products purchased according to expectations, saving time and easy to do. Types of products purchased: clothing, cosmetics, and electronics, services: transportation tickets. first-order product from 7P, second price, third promotion factor followed by distribution, process, people and physical facilities