<![CDATA[The development of modern retail businesses provides consumers with an increasing number of alternatives in determining where to shop, making an understanding of consumer behavior important in explaining purchasing decisions. This study aims to analyze the influence of consumer behavior on purchasing decisions at Indomaret in Kenjeran District, Surabaya City. This research employed an explanatory quantitative approach, with the population consisting of Indomaret consumers in the research area. The sample was selected using non-probability sampling with an accidental sampling technique and involved 51 respondents. Primary data were collected through a questionnaire using a Likert scale and analyzed using simple linear regression with the assistance of SPSS. The results show that consumer behavior has a positive and significant influence on purchasing decisions. Consumer behavior is able to explain 51.9% of the variation in purchasing decisions, while the remaining variation is associated with other factors outside the research model. These findings indicate that cultural, social, personal, and psychological factors that shape consumer behavior are associated with consumers' tendencies in making purchasing decisions. Therefore, understanding consumer behavior is an important aspect in supporting the management of marketing strategies and services in modern retail businesses.]]>
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