Abstrack- The objectives of this study are: 1) To find out
consumer behavior in purchasing vegetables at the
Ciborelang traditional market 2) To find out the factors
that influence consumer behavior in purchasing vegetables
at the Ciborelang traditional market. The methodology in
this study uses descriptive qualitative methods. In
determining the sample using a simple random sampling
technique. Techniques for obtaining data by triangulation
(combined observation, interview and documentation)
then processed by determining the same and most answers
from interview activities accompanied by evidence of
research documentation. The results of this study show
that 1) Consumer behavior in purchasing vegetables at the
Ciborelang traditional market in the process of consumer
behavior activities is characterized by the search, selection,
purchase, use and evaluation, at the stage of purchasing
vegetables consumers decide to buy fresh vegetables and
buy the vegetables needed 2) Factors that influence
consumer behavior in purchasing vegetables in the
Ciborelang traditional market are cultural factors, social
factors, personal factors and psychological factors. Among
them, the most widespread influencing factor is the
cultural factor because it affects consumer behavior
towards price bargaining.
Keywords-Consumer Behavior, Vegetables Buying.