This research aims to study demographic factors. Marketing factors and behavior in purchasing products via online media of consumers Including the study of demographic factors and marketing factors that affect consumers' purchasing behavior via online media. The sample group used in the research study was 400 consumers in Mueang District, Chonburi Province, using an online questionnaire as a data collection tool. and use the obtained data to analyze the statistical results according to the research objectives with a ready-made program. The statistics used to analyze the data are descriptive statistics consisting of frequency, percentage, mean and standard deviation. and quantitative statistics include Independent Sample t-test, Chi-square, and Multinomial Logistic Regression Analysis. Major Findings: the majority of the sample were female, aged 21 - 25 years, with a certain level of education, bachelor's degree or equivalent, occupation: student, have a working period of less than 1 year and have an income of less than 15,000 baht. Most of the media used is Facebook. They have a purchasing behavior 1 - 2 times per month. and choose to buy at a price level of less than 1,000 baht. The results of the hypothesis testing found that demographic factors that affect the media used to purchase products are different, including age, educational level, occupation, work experience. and income level. Demographic factors that affect the frequency of purchasing products include gender. Demographic factors that affect the price level of purchasing products include gender, age, education level, occupation, work experience, and income. As for the study of marketing factors that affect the behavior of buying products through online media, it was found that the marketing factors that affect the media used by consumers to purchase products include product and price aspects. Marketing factors that affect the frequency of purchasing products by consumers include products. As for the price level of purchasing products, there is no market factor that affects it at all. Keywords:- Buying Behavior; Online Media and Marketing Factors.