The purpose of this research is to study and analyze the influence of internal and external factors on self-concept & lifestyle, marketing mix factors, and their implications in building consumer behavior in the purchase of apartments in Tangerang area. The main purpose of this research is to determine the significancy ot the correlations between independent variables and mediating variables, and between mediating variables and dependent variable observed. The primary data is obtained by the distribution of questionnaire to 150 consumers who already purchased an apartment in Tangerang area. The data is analyzed using the SPSS, AMOS, Structural Equation Modelling (SEM), and descriptive analysis to test the hypotheses. The results shows that the highest influencing factors to mediating variables are: place towards marketing mix factors, motivation towards internal factors, and economic towards external factors. The results also shows that the highest influencing mediating variable towards consumer behavior in the purchase of apartment in Tangerang area, is marketing mix factors, compared to self-concept & lifestyle.