The research objective is to determine and analyze the partial and simultaneous influence of digital marketing and hedonic lifestyles variables on online consumer behaviour in online markets. This type of research approach is causal associative research, to determine the relationship between one or more variables, with the research method used being quantitative methods.  This study uses multiple linear regression analysis with the SPSS version 25 analysis base. The population in this study are all online consumers who shop on online markets such as shopee, lazada, tokopedia, tiktokshop whose numbers cannot be known with certainty, so that due to limited time, costs and other things, the research sample was taken using the Zikmund formula by determining 100 respondents, namely consumers who shop in online markets. The results of the study explain that digital marketing and hedonic lifestyles partially and simultaneously have a significant effect on consumer behaviour in online markets. The determination test results explain that adjusted R Square of 0.853 means 85.3% of the factors that influence consumer behaviour are explained by o digital marketing and hedonic lifestyle. While the remaining 14.7% can be explained by other factors not examined by this study.