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Lanuhu, Lanuhu and Rukka, RM and Amrullah, Amrullah and Fudjaja, L and Muslimah, Cantika D and Suyono, Suyono and HALIMATUSSA’DIAH, HALIMATUSSA’DIAH (2021) Analysis of the effect of behavior market segmentation on purchasing decisions of local rice in the modern market. IOP Conference Series: Earth and Environmental Science. ISSN E-ISSN: 1755-1307, P-ISSN:1755-1315