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Purchase decision is the thought process that leads a consumer from identifying a need, generating options, and choosing a specific product and brand. One of the important factors in the decision to purchase a product is the price.Price is the amount of money needed to get some combination of goods along with services. The purpose of the study is to know the influence of price towardsthe consumers decision purchase of local and national retail bakery products. The population of this research are undergraduate students who are active in Universitas Syiah Kuala. The samples are taken 374students based on systematic random sampling method. Linear regression analysis technique is used to get result. The results showed that price effect significantly to the purchasing decisions of packaging bread. The magnitude of the influence of these variables about 42,6%. The 1st International Conference on Agriculture and Bioindustry 2019 IOP Conf. Series: Earth and Environmental Science 425 (2020) 012023 IOP Publishing doi:10.1088/1755-1315/425/1/012023 2 that prices are affordable with purchasing power or the ability of consumers to have competitiveness with other similar products and also compatibility between price and quality. Many brands and diverse price of packaged bread are available in cafeteria, canteen and markets around UniversitasSyiah Kuala.The breads majorly comprised local brands which have lower prices than national brands. Students engaged with many academic activities have the habit of consuming bread as breakfast because of the economical and practical factors. Due to many choices of the breads around them, thus they need to make purchasing decision which not only basedon taste and brand but also price of the breads. Therefore in this study, impact of price to preference of the breads would be investigated. This study aims to obtain information accompanied by scientific evidence on the effect of prices on purchasing decisions on packaged bread. The results of this research would be offer information for the bread producer to have overview about consumer perception of packaged bread based on its price. 2. Materials and Method 2.1 Objects and Scope The population of this study were active undergraduate students atUniversitas Syiah Kuala. The sampling method in this study was probability sampling because the profitability of elements in the population to be selected as a sample is known. The type of probability sampling chosen was systematic random sampling method. The sample member was called an object and then determined by using the Slovin (1) equation. The Slovin equation was used to have a representative number of respondent so that the results can be generalized and the calculation can be done with equations and simple calculations [7]

Consumers purchasing decisions on local and national retail bakery products based on price