摘要：Keyword: Keyword : Analysis, Behavior, Laptop Abstrack:ABSTRACT : In this study aims to analyze the influence of environmental variables socio-cultural and psychological factors on purchase decision in purchasing a laptop. And find out the most dominant variable of socio-cultural environment and psychological factors on purchase decision in purchasing a laptop as well as the implications of this research tersebut.Pada decision the author gives a questionnaire addressed to the 100 respondents, of which each respondent must complete fifteen questions given. All the answers from respondents in the analysis by means of multiple regression analysis and using SPSS. And after the testing of multiple regression with SPSS known that socio-cultural and environmental factors influence the behavior of University students psiokologi Gunadarma in buying a laptop with a value amounting to 0.317 (31.7%) and 0.192 (19.2%). And the most dominant variable influencing student behavior Gunadarma University in buying a laptop is a socio-cultural environment variable with the t test value for 3308 is greater dai t value variable psychological factor that is equal to 1.999. The conclusion, it is known that both variables affect the behavior of students at the University Gunadarma in buying laptops and socio-cultural environment variable most dominant influence student behavior Gunadarma University in buying a laptop.
