Value of the Data •The dataset provides a significant contribution on capturing information about the students preference and behaviour in online shopping •The dataset can be used to understand the market segmentation for online shopping in Indonesia, which is a fundamental and crucial information for online shopping providers •The information in the dataset about factors influencing shopping behaviour can be used as a reference by online shopping providers (online marketplace) to improve their business strategy in order to attract a broader market •The dataset can be further analyzed using more advance statistical analysis involving latent variables such as Structural Equation Modelling to generate more insight about direct and indirect factors influencing student's behaviour •The dataset can be used as the basis to develop further experiments applying resampling methods due to small sample data provided.