Purpose: This research is to find out the factors that encourage consumers to decide to buy vegetables at the modern market in Palembang City.
Method: The analytical method used is quantitative analysis and qualitative analysis. Data that has fulfilled the validity test, reliability test, F Test (Simultaneous/Joint Effect), t Test (Partial Test/Each Effect).
Result: Based on the results of multiple linear regression analysis with the equation above, a constant value of 0.343 means that if the price, income and lifestyle score is 0, then the value of the purchase decision is 0.343.
Limitation: Respondents in this study were women and young consumers who had shopped at Modern The Palembang City Market was determined as many as 160 respondents using the Purposive Sampling method.
Contribution: The value of the price regression coefficient (X1) is 0.375, this shows a positive result that the price variable has an effect on purchasing decisions.