Contribution of Price and Income to Online Shopping

The research aims to analyze the impact of priceand student’ income on online purchase decision in the student, particularly in Department of Development Economics, State University of Gorontalo. The data used are obtained from a questionnaire where the method employs multiple regression analysis. The regression model applied is Y = 8.902 + 0.426 + 0.457 + є, where it is preceded by instrument testing in the form of validity and reliability. The research finding reveals that the price and income impact the online purchase decision in the student of Department of Development Economics, State University of Gorontalo positively and significanty.