Pengaruh Perilaku Konsumen dalam Keputusan Pembelian Roti di Rotte Bakery Pekanbaru

This research is entitled "The Influence of Consumer Behavior in the Decision to Purchase Bread at Pekanbaru Rotte Bakery". The purpose of this study was to determine the effect of consumer behavior in purchasing decisions for bread at pekanbaru rotte bakery. The analytical method used is descriptive analysis method and to test the hypothesis of each variable is given a mapping of the scale to be examined. Based on the results of this study concluded that the influence of consumer behavior in decision Purchase of bread in rotte bakery pekanbaru is 5 factors namely cultural factors, social factors, personal factors, psychological factors, and purchasing decisions The population in this study were all consumers in the pekanbaru rotte bakery, while the number of samples in this study were 50 respondents. The sampling technique used in this study is incidental sampling method, while the analytical method used is multiple linear regression. The result of hypothesis testing with t test obtained empirical evidence that culture factor t value of table 0,339 with level of probability significance (0,736) <0,05, t table social factor = 0,039 with level of probability significance = (0,969) <0,05, t value table personality factor 2,431 with probability significance level = (0,019) <0,05, and t value table psychological factor 2,202 with probability significance level = (0,033) <0,05. It could be concluded that cultural, social, personal and psychological factors significantly influence purchasing decisions partially. The test results using ANOVA or F test obtained empirical evidence that culture, personal social and psychology for purchase decision with value F = 7,128 with level of probability significance (0,000)