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In the current era of technology, human lifestyles also develop, especially in economic activities, one of which is online shopping. In online shopping, there are two popular places used for transactions, namely the marketplace and social media. Marketplace provides security guarantees, as well as many benefits provided to sellers and buyers, while social media does not provide any benefits including security guarantees. However, in fact, transactions on the internet occur more on social media than in the marketplace, even though social media does not provide benefits like the marketplace. This study aims to analyze the factors that make consumers willing to shop on social media. The research used the UTAUT 2 model approach, and quantitative method used for this research. The questionnaire was distributed to 362 respondents who has online shopping on social media . The results of this study are aspects of performance expectancy, hedonic motivation, and habits that influence behavioral intention to use social media as a place to shop online. Performance expectancy means that consumers feel the existence of social media for online shopping is very useful because online shopping activities can be done quickly so that it saves time and increases productivity, that practicality makes consumers want to adopt social media as a place to shop online. Then hedonic motivation means that consumers get a sense of satisfaction, comfort, and safety in using social media as a place to shop online. The last factor is habit, which means that the use of social media for online shopping gives an addiction so that it becomes a habit that is often done automatically.

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