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The objective of this research is wants to know factors that influence customers in buying decision of Growth milk. This analysis is done by using factors analysis in order to answer the research. This study is conducted on 100 respondens who use to buy formula milk for their children and the sample drawn is done by using purposive sampling. The study concludes that there are 12 atributes that significant influence of upon the customer’s buying decision. The 12 factors or atributes can divide into 4 groups
Kata kunci: budaya, keputusan membeli
