1Faculty Of Economic Business, Universitas Medan AreaSetia budi street, Medan, North SumateraIndonesia.
This study is shows that in the first hypothesis trial shows that lifestyle and the reference group together influence the purchasing to understand the influence of cultural, social, personal and psychological factors on consumer decisions in choosing shopping at north sumatera. Analysis using multiple linear regression, f test, t test, and the coefficient of determination test (R2). A sample of this study is100 consumens. The technique used in sampling is an accidental sampling. The results of this study is a manufacture company or business actors which is able to offer the benefit through increased brand preference by providing added value services to business and consumers, will eventually be able to influence its consumer behaviour in purchasing decisions. Multiple linear regression analysis shows that all variables have positive coefficients. The f test shows that the variables of personal factors, social factors, cultural factors, psychological factors, price factors together influence the decision of consumers to shop north sumatera. Keywords: Buying, Shoping, Consumer, Decision, lifestyle.
