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Martabak Manis is a culinary favored by many sellers, especially in Kayu Agung, Ogan Komering Ilir Regency with varying prices. This research was conducted on Martabak Manis sellers in Kayu Agung Ogan Komering Ilir by surveying and interviewing 30 Martabak Manis sellers and 530 Martabak Manis buyers who became the population of this study while the sample was drawn by the Slovin formula so that there were 85 people. Multiple regression test results show that consumer behavior through cultural variables has an effect on purchasing decisions with a coefficient value of 0.319, personality with a coefficient value of 0.395, social with a coefficient value of 0.308 and psychological with a coefficient value of 0.445. Based on the coefficient test of Consumer Behavior determination through the variables of Culture, Personality, Social and Psychological have a positive and significant effect on purchasing decisions by 0.660 or 66%.