The data presented in this paper is used to examine the factors influencing students' online shopping behaviour and to identify the students' segmentation on the important factors. The survey was conducted in the Institut Teknologi Sepuluh Nopember (ITS) Surabaya, the biggest science and technology university in East Indonesia, with multicultural and diverse socio-economic students' backgrounds. The total number of population is 20448 students. Using Yamane's formula, a sample size of 393 students was surveyed online, and 83 of them experienced doing online shopping. A quantitative method with a descriptive research design was adopted to explore insights in the data related to the objective of the research. The survey data were analyzed by linear regression and hierarchical clustering. The conceptual framework of the variables are given, and reliability and validity have been confirmed. Data were analyzed with MINITAB and SPSS software.
Keywords: Cluster; Hierarchy; Online; Students.
© 2019 The Author(s).