The aim of this research was to study the effect of safety perception, stimulating risk taking, past behavior, attitude, subjective norm, perceived behavioral control on future intention to online purchase healthcare products particulary on milennial generation. The main theoretical background in this study was the theory of planned behavior. The samples of this study were 147 male and female from millennials generation, living in Jakarta and surounding areas with purposive sampling. Primary data of this sudy was collected by questionaire and analyzed by descritive amd inferential statistic. Structural Equation Modeling (SEM) method with Smart PLS version 3. program was used to process the data. The results of this study revealed that from the three components of theory the planned behavior only subjective norm has significant effect on future intention, while past behavior has positively direct influence to future intention. Stimulating risk taking also has a positive effect on future intention mediating by subjective norm. In addition, safety perceptions have no effect on future intention. The results showed that the influence of health reviews from physicians or pharmacists may affect millennial generations in health care purchasing decisions. Millennium generation tend to have high awareness of safety perception. The future study are needed to extend more demographic sample with more criteria of health products. The managers of the health care product and the pharmacist as well could benefited from this study. / Tujuan dari penelitian ini adalah untuk mempelajari pengaruh safety perception, stimulating risk taking, past behavior, attitude, subjective norm dan perceived behavioral control terhadap future intention to purchase produk – produk kesehatan secara online pada generasi milenial. Teori utama yang digunakan dalam studi ini ialah the theory of planned behavior. Penelitian dilakukan pada 147 responden pria dan wanita generasi milenial yang berdomisili di Jakarta dan sekitarnya dengan tehnik purposive sampling. Data utama penelitian ini di kumpulkan melalui kuesioner dan dianalisa secara deskriptif dan pengujian statistik. Pengolahan data dalam penelitian ini menggunakan Structural Equation Modelling (SEM) program Smart PLS versi 3. Hasil penelitian ini menunjukkan bahwa pada tiga komponen the theory of planned behavior hanya subjective norm yang mempunyai efek signifikan terhadap future intention, sementara past behavior mempunyai pengaruh positif secara langsung terhadap future intention yang dimediasi oleh subjective norm. Sedangkan, safety perception tidak berpengaruh terhadap future intention to purchase. Hasil penelitian ini menunjukkan bahwa ulasan tentang kesehatan dari dokter atau apoteker dapat mempengaruhi generasi milenial dalam mengambil keputusan membeli produk kesehatan. Generasi milenial mempunyai awareness terhadap safety perception yang cukup tinggi. Penelitian mendatang di butuhkan untuk memperluas cakupan demografi sampel dengan berbagai kriteria produk kesehatan. Manajer produk kesehatan dan tenaga farmasi juga dapat mengambil keuntungan dari studi ini.