<span style="font-family: Calibri Italic; font-size: 11pt; color: #000000; font-style: normal; font-variant: normal;"><em>The increasing use of Internet provides an emerging prospect for online retailers,</em><span style="font-family: Calibri Italic; font-size: 11pt; color: #000000; font-style: normal; font-variant: normal;"><em> especially on fashion product. Online retailers need to know factors that affecting customer</em><span style="font-family: Calibri Italic; font-size: 11pt; color: #000000; font-style: normal; font-variant: normal;"><em> to buy online, then they can further develop their marketing strategies to convert potential</em><span style="font-family: Calibri Italic; font-size: 11pt; color: #000000; font-style: normal; font-variant: normal;"><em> customer. The objective(s) of this research was to analyze the effect of website design,</em><br /><span style="font-family: Calibri Italic; font-size: 11pt; color: #000000; font-style: normal; font-variant: normal;"><em>price, trust and security on purchase of product fashion through online shopping.</em><span style="font-family: Calibri Italic; font-size: 11pt; color: #000000; font-style: normal; font-variant: normal;"><em> This study used Multiple Regression Analysis. The method used is Simple Random</em><span style="font-family: Calibri Italic; font-size: 11pt; color: #000000; font-style: normal; font-variant: normal;"><em> Sampling. 130 samples is chosen randomly from lectures and students of Trisakti University,</em><span style="font-family: Calibri Italic; font-size: 11pt; color: #000000; font-style: normal; font-variant: normal;"><em> Jakarta. The results show that there is positive influence of website design, trust and</em><br /><span style="font-family: Calibri Italic; font-size: 11pt; color: #000000; font-style: normal; font-variant: normal;"><em>security on purchase of fashion product through online shopping, but there is no positive</em><span style="font-family: Calibri Italic; font-size: 11pt; color: #000000; font-style: normal; font-variant: normal;"><em> influence of price on purchase of fashion product through online shopping.</em><br /><strong><span style="font-family: Calibri Italic; font-size: 11pt; color: #000000; font-style: normal; font-variant: normal;"><em>Keywords : Website Design, Price, Trust, Security, Online Shopping</em></span></strong></span></span></span></span></span></span></span></span></span><br style="font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: normal; orphans: 2; text-align: -webkit-auto; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-size-adjust: auto; -webkit-text-stroke-width: 0px;" /></span>