Indonesia scores among the top five of fishery and aquaculture producers in the world, therefore the Ministry of Marine Affair and Fisheries has expected the aquaculture to play an increasingly important role in economic development and food security for the country. Covid-19 pandemic has an impact on the aquaculture industry in particular fresh water aquaculture subject to its consumer behavior pattern toward online purchase. There are indications that online purchase becoming a preferred choice in the new normal era. This paper studied on factors affecting consumer behavior pattern of fresh fish online purchase decision in the new norm during Covid-19 pandemic in Indonesia. Consumer buying decision variables namely culture, social, personal and psychological. A multiple regression analysis was used to test the data from 107 respondents who prefer to buy online in Indonesia. The result indicated a new trend of consumer behavior pattern to buy fresh fish on line instead of going to the market. Factors of culture, social, personal and psychological all together have significant effect to the consumer purchase decision of online fresh fish purchase behavior. However social factors do not have direct effect to the consumer purchase decision of online fresh fish purchase behavior. This study implies that it is a need to strengthen the collaboration among the supplier, buyer and fish farmer as well as other business stake holders providing fresh fish for online market requirement.