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Library's collection Library's IT development CancelThis research was purposed to identify the preference factors of buying
interest toward Real Good milk brand. The buying interest process of Real Good
milk brand is analyzed by marketing stimulant (product, price, promotion, and
place). The research was done in Surabaya, in order to get non probability -purposive
sampling, by distributing questionnaires `to 115 respondents. The
respondents are people with the age above 17* years old and have ever consumed
Real Good milk brand. Each respondent was asked to judge his preference by
choosing from very disagree till very agree gradually of five alternatives of Likert
scale. Primary data were collected and analyzed by using the technique of Factor
Analysis. The result of this research concludes that there are six groups of factors
of that causing buying interest of customer, which are the product benefits, kinds
of promotions (promotion 1 and promotion 2), price, place, and the quality of the
advertisement.