The Influence of Consumer Behavior on Product Purchasing Decisions at Bets Mart in Doromelo Village, Manggelewa District

This study aims to determine the influence of consumer behavior on purchasing decisions at Bets Mart, a modern retail store located in Doromelo Village, Manggelewa District, Dompu Regency. The research employed a quantitative approach using simple linear regression analysis. Data were collected through questionnaires completed by 100 respondents who had shopped at Bets Mart. The results show that consumer behavior has a positive and significant influence on purchasing decisions, with a t-value of 4.659 and a significance of 0.000. The coefficient of determination (R²) of 0.581 indicates that 58.1% of the variation in purchasing decisions can be explained by consumer behavior, while the remaining 41.9% is influenced by other factors. These findings support theories suggesting that psychological, social, and personal factors influence consumer purchasing behavior.