The purpose of this research was to determine the effect of social media. E- service, and sales promotion on purchase intention a fashion online shop on Instagram. This research uses a survey method. The sampling technique in the research amounted to 100 respondents with several criteria that have been revised. Data analysis in this research used multiple lineae regression analysis. The results of the research used a simultaneous test (F test) together showed that social media, w-service, and sales promotion had an effect toward purchase intention fashion online shop on Instagram with 64,8% variability. Furthermore, social media, e- service, and sales promotion have a positive and significant effect, each of which has a partial effect on buying interest.