Technological developments in the digital era, nowadays it is increasingly rapid and
sophisticated. These developments make changes to consumer behavior. Business
competition is getting tighter as a result of the free market, memaksa para produsen
determine the most effective and efficient marketing strategy so that the product can be
accepted by the market.
The purpose of this research is to knowing the model of consumer behavior in purchasing
fashion products via lazada in Bandung. The sampling method in this study done by
accidental sampling which is part of the nonprobability sampling technique. This form of
sampling based on coincidence, that is, anyone who happens to meet a researcher and
considered suitable as a source of data will be the sample of this study. Selected respondents
are community of users of the site lazada.co.id who has made a purchase transaction and
located in Bandung using a questionnaire.
The results of this study state that trust, price and product availability become the main
consideration in consumer purchasing decisions. Therefore, elements of trust, price and
product availability, make the most important contribution in the consumer's decision to buy
fashion products at lazada.
Keywords : Consumer Behavior Models, fashion products, online purchas