Shopping online is a phenomenon that is growing rapidly nowadays. The growth of the industry indicates that there is still great potential in the e-commerce market. The internet provides new opportunities for marketers to improve marketers' practices when developing marketing strategies. The younger generation (18 to 30 years old) is not only more familiar with e-commerce, but also processes information on the website five times faster than the older generation (58 to 75 years old). Students are the biggest potential market in Indonesian for online shopping. This research provides a significant contribution to obtaining information about student behavior in online shopping. This study aims to understand market segmentation for online shopping in Indonesia. Knowing factors that influence online shopping behavior is fundamental and important for providers of products or services in online shopping. The hypothesis of this research is processed using multiple linear regression analysis. The result of the analysis is a recommendation to improve business strategy. Based on the research results, factors that significantly influence online shopping behavior are perceived risk, online advertising, trust and security, and enjoyment. The recommendations are completeness of the information and good handling in shipping goods, innovative advertising concepts, ensuring the confidentiality and security of consumer data in conducting transactions, as well as providing products quickly, safely, and easily.