DOES MILLENNIAL RATIONAL IN DECISION MAKING? THE IMPACT OF SELF-CONTROL AND E-MONEY ON COMPULSIVE BUYING: REFERENCE GROUP AS MODERATING VARIABLE

The millennial generation is known as the sandwich generation, whe­re they sometimes experience various problems in making decisions, including purchasing goods or services. These are essential to study re­garding decision-making, especially digital era. There con­ve­niences conducting transactions, such e-money. gene­ra­tion tends compulsive buying for services with factors, both due individual internal and external factors. This aims examine effect of self-control e-money on buying, which a referen­ce group moderates. sampling technique used purposive total 249 respondents, where sample criteria younger generati­on applications. data analysis uses SEM-PLS test hypothesis. results showed that weakened buy­ing individual's ability control himself shopping. E-money usa­ge has positive because easier tran­sac­ti­ons. novelty this reference moderating varia­ble, strengthen influence self-con­trol individuals get information suggestion from group. Finally, can weaken in­flu­ence buying. Although there convenience tran­sacting, presence prevent them