<![CDATA[Industry in Jombang is growing, especially in the specialty food sector. One of the growing industries is tofu milk, a typical food of Jombang. The more years this industry, the more developed. The purpose of this study is to determine the characteristics and behavior of consumers and what factors influence consumers to purchase milk tofu. The number of respondents in this research is 120 respondents. In this study using 5 variables, namely the dependent variable consisting of purchasing decisions and the independent variables consisting of cultural, personal, psychological, and social factors. The data analysis methods used are validity and reliability tests, classical assumptions, and multiple linear regression. The results of this study are that simultaneously (simultaneous) cultural, personal, psychological, and social factors have a significant effect on the purchase decision of Jombang tofu milk. Partially, cultural, personal, and psychological factors have a significant influence on the purchase decision of Jombang tofu milk, while the social factor variable partially does not significantly influence the purchase decision of Jombang milk tofu.]]>
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