Analysis of Differences in Mental Accounting Characteristics in Online Shopping Based on Demographic Perspectives among Students in Palu City

This research aimed to examine and analyze differences in mental accounting in online shopping. This type of research is research with quantitative research methods and uses primary data. The population in this study were students in Palu City. The sampling technique in this study used non-probability sampling techniques with sampling units, convenience sampling, namely sampling techniques based on chance, members of the population who were met and willing to become respondents to be sampled, with 154 respondents. The analysis technique used in this study is using prime data and tested through the chi-square test. The results of this study indicate that there are differences in mental accounting in students based on the place of residence and the number of semesters in online shopping, while in gender and university origin there are no differences in mental accounting in online shopping.