Factors that Influencing Consumer Behavior against Rice Purchase Decisions

The purpose of this study is to determine whether cultural, social, personal and psychological factors have a positive significant effect also simultaneously on rice purchasing decisions which consumer behavior the most influence decisions.This research was conducted in January 2022 carried out sellers. respondents were 55 buyers. This uses accidental sampling method. Accidental technique determining random sample that accidentally encountered by researcher at site. results showed (a) Cultural did not partially decisions. Meanwhile, social partial Majene, West Sulawesi. (b) factors, simultaneous Sulawesi (c) Personal are dominant variables influencing because they t count value. highest significant.