Along with the development of digital product offerings in the last decade, it will increasingly attract buyers, especially the millennial generation who are very familiar with the technology. Problems arise when these attractive product offerings make millennials make repeat purchases for the sake of pleasure, even compulsive repeat purchases are out of control. The purpose of this empirical study is to examine impulsive buying and its effect on compulsive buying. The next objective of this study is to examine internal factors, such as extraversion personality and subjective well-being, which influence the occurrence of impulsive buying in the millennial generation, at PT KAO Indonesia as a case study. This research is an empirical study using a quantitative approach. The sampling technique used the purposive sampling method and the data analysis and processing by the smartPLS application software. The main results of this empirical study reveal that the increasing impulsive buying factor has a positive and significant influence on the increase in compulsive buying. The real contribution of this empirical study provides deep insight into the importance of paying attention to the factors of impulsive buying, influenced by extraversion personality and subjective well-being, which affect the occurrence of impulse buying in millennials

Keywords : Compulsive Buying, Extraversion Personality, Impulsive Buying, Subjetive Wellbeing