Digital entrepreneurship: Socio-demographics and consumer behavior in Indonesia

Consumer characteristics of digital entrepreneurship are indispensable in achieving sustainable growth. Digital has been rapidly growing and developing worldwide, Indonesia is no exception. This study aims to determine the effect socio-demographics on consumer decisions using products services Indonesia. The used an online survey 400 residents Palembang City, respondents were selected through a stratified random sampling method. A logistic regression model estimated socio-demographic variables that promote start-up entrepreneurship. empirical results show age, education, income have significant consumers also confirm young people more likely than older set up higher people’s their greater likelihood implication entrepreneurs must consider reach offered terms price, quality, uniqueness, convenience per conditions. AcknowledgmentThe research team would like thank Directorate Resources, General Higher Education, Research Technology Ministry Culture, as funder, with Contract number 009/E4.1/AK.04.RA/2021.