Factors affecting consumers buying decision behavior via online media

At present, the electronic commerce business (e-commerce) has grown steadily due to advanced technology. Consumers can access the internet conveniently and quickly, right at their fingertips. Entrepreneurs in various businesses also see that, at this time, e-commerce is the main sales channel to reach consumers. Especially doing e-commerce through applications because of the ease of use. It has a variety of payment systems, including a product management system and delivery to the destination with payment, which facilitates consumers' convenience and gives them more confidence in the system of ordering products through online applications. The purpose of this research is to study the personal factors of consumers buying fashion clothes via Instagram, personal factors related to consumer behaviour, and online promotion strategies related to consumer behaviour. Including factors in the marketing mix and factors in technology acceptance, namely product factors, price distribution channels, marketing promotion, and technology acceptance security, reliability, and personalised service. That affects the decision to buy products via Instagram for the benefit of selling products online.