<![CDATA[F A K T O R - F A K T O R Y A N G M E M P E N G A R U H I P E R I L A K U K O N S U M E N D A L A M M E M B E L I S U S U C A I R S I A P M I N U M U L T R A M I L K (Studi Pada Lingkungan Jurusan Manajemen Agribisnis Politeknik Negeri Jember)]]>

<![CDATA[F A K T O R - F A K T O R Y A N G M E M P E N G A R U H I P E R I L A K U K O N S U M E N D A L A M M E M B E L I S U S U C A I R S I A P M I N U M U L T R A M I L K (Studi Pada Lingkungan Jurusan Manajemen Agribisnis Politeknik Negeri Jember)]]> VIRIN WAHYU WITDARI Pengarang Factors Affecting Consumer Behavior In Buying Ultramilk Ready Liquid Milk (A Study In The Environment Of Agribusiness Management Department State Polytechnic of Jember) Virin Wahyu Witdari1), Ratih Puspitorini Yekti A2) ABSTRACT Ready-to-drink Ultramilk milk is a very popular product among teenagers nowadays. This research was conducted at the environment of Department of Agribusiness Management of State Polytechnic of Jember. The purpose of this study to analyze and test the presence or absence of independent variables that influence simultaneously and partially. Data collection methods used are primary data taken by self which is using questionnaire and also the number of respondents who made the sample around 50 respondents. The independent variables used in this research are culture X1), social (X2), personal (X3), psychological (X4) and for dependent variable used is purchasing decision (Y). Analytical techniques used in this study are multiple linear regression including coefficient of determination, F test and t test with the help of SPSS 21.0 for windows. The results of this study are: 1) Cultural, social, personal, psychological variables simultaneously significant effect on purchasing decision Ultramilk milk. 2) Psychological variables partially significant effect on purchasing decision Ultramilk milk. While the cultural, social, and personal variables have no significant effect on purchasing decision of Ultramilk milk. Keywords: Culture, Social, Personal, Psychological and Purchase Decision 1) Students at State Polytechnic of Jember, Department of Agribusiness Management, Program Management Agroindustry D-IV 2) Lecturer at State Polytechnic of Jember, Department of Agribusiness Management, Program Management Agroindustry D-IV