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This research aimed at examining the consumers from the millennial generation called Y-generation dealing with their attitude in selecting e-commerce services based on the naming or branding in the English language. The objectives were to give contribution in developing the e-commerce services, to enhance the competitiveness and to create such strategies by considering that Y-generation is the most significant category of e-commerce consumers in Indonesia. It will test two independent variables through multiple regressions, namely the usage of English brand and the power of the brand. The researchers employed purposive sampling that was done accordingly to the objectives of this research. The researchers carried out the data collection by using Likert scale questionnaire. The result of the multiple regression showed that the usage of English brand gives impacts towards Y-generation in selecting the e-commerce services; while, the power of the brand has no implications towards them.

The Impact Analysis of the English Brand and Brand Equity in Y-Generation Selection of the E-commerce