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