The development of information technology has brought the changes to the rapid growth and competition of online website stores in Indonesia. Online store businesses are aggressively making various marketing efforts to influence consumers to shop on their website. The Indonesian government has seriously issued several regulations regarding online commerce or e-commerce since 1997. Thus, this phenomenon has encouraged researchers to analyze the influence of website quality and the application of Government Regulations related to Ecommerce Law through website verification of the behavior of impulse buying, which was conducted by the millennial generation online. This paper presents an empirical investigation to study the effect of website quality and government regulations on online impulse buying behavior among some undergraduate students at Brawijaya Malang University. The results have confirmed that both website quality and government regulations had some impacts on online impulse buying behavior.

Web based shopping has been the quickest developing channel of looking for over 10 years with deals developing at a yearly pace of 25%. One review connected properties of a site to drive purchasing conduct. Given the quick development of web-based shopping and the qualities of web-based shopping that energizes drive purchasing (for example open every minute of every day), drive purchasing on the web is probably going to be pervasive. Accordingly, this study plans to investigate the effects of site credits and persuasive variables on internet-based motivation purchasing. A self-directed poll was utilized to gather information for this review. The 400 respondents, in line with the required sample size, were people who have online buying experience in Thailand. The data analysis method is Structural Equation Modelling (SEM). The results of the study revealed that influence of web site attributes has a positive relationship with motivation factors. Moreover, motivation factors have a positive relationship with online impulse buying. Additionally, two components of motivation factors which are utilitarian and hedonic motivations, mediate the relationship between web site attributes and online impulse buying.