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Abstract

       Supermarket 212 Mart is here as an answer to meet consumer decisions who want to shop in modern markets based on sharia. However, its new presence has not been able to compete and seize the existing market. Even though the 212 Mart supermarket has implemented a marketing strategy to increase consumer purchasing decisions, this still cannot attract the decision of the wider community to shop because there are several elements of the community's retail mix that have not been maximally implemented. There are many factors that can influence consumer purchasing decisions, one of which is price. The purpose of this study is to determine and analyze the effect of price on consumer purchasing decisions 212 Mart Cikaret. The research method used is a survey method with a correlational analysis approach. The number of samples is 100 people. The test was carried out with a simple linear test by first testing the validity, reliability, and data analysis The results of the analysis show that the price variable has a significant effect on buying decisions (t count 16.591 is greater than t table 1.985 with a significant level of 5%). Ho is rejected, Ha is accepted, meaning that there is a significant price effect on consumer decisions to shop at 212 Mart supermarkets. The price variable has a positive correlation with purchasing decisions with a coefficient of determination (R2) of 655.8%. The positive constant value indicates the potential for consumer fanaticism towards 212 Mart Cikaret. Fanaticism gets stronger if there is a lower price than its competitors.