THE INFLUENCE OF CONSUMER BEHAVIOR ON PURCHASE DECISION OF INDOMIE INSTANT NOODLE PRODUCTS AT PT. INDOFOOD SUCCESS MAKMUR TBK

An understanding of consumer behavior is very much needed at this time, where the development fast food so rapid and that intensity competition getting higher, important for marketers if they want to continue be accepted by their consumers. This study aims to: 1) To find out whether cultural, social, personal, psychological factors influence buying decision Indomie instant noodles. 2) which variable has dominant on purchasing decisions product uses qualitative research. The population used in were 100 respondents, students Faculty Economics, data collection form observations, interviews, questionnaires. Using SPSS 21 windows program test validity, reliability multiple linear regression analysis. From results analysis it was found cultural factor variables, had an insignificant (significant) noodles while a significant effect variables