At this time the milk powder industry in Indonesia is a business entity that has a good market prospects. Industrial milk powder has a market share in Indonesia which has the highest sales increase in Asia which is an increase in sales from year to year. Milk powder from various industries in Indonesia, PT Nestle is the market leader that persist from year to year. Recognizing the market and market structure is very profitable for companies to remain competitive and survival of the enterprise. Weaknesses and advantages of the company should be analyzed so that it becomes a powerful starting point for companies in taking effective and efficient decisions and to strengthen the position of the existing competitors. The main objective is the attainment of a company's profit (earnings) and this may also as a benchmark in the success or failure of a company in achieving its objectives. In addition the effectiveness and efficiency in carrying out operational. Population and samples used in this study is the overall data retrieved from the consumers who buy milk powder products in hypermarkets Milo east cost, Pakuwon city of Surabaya. Sampling techniques using simple random sampling method. The technique used in this study are Multiple Linear Regression Analysis. Judging from the results of the acquisition of regression equations of the model equation the variable pricing, products, and promotion of consumer decisions to buy milk powder in Milo in Hypermarkets East Coast Surabaya Pakuwon City, showed a positive regression coefficient values. then the consumer buying decision of Milo powder milk products in Hypermarkets East Coast Surabaya Pakuwon City will also increase. The conclusion of this study is the price, product and promotion siginikan simultaneously affect on consumers in buying dairy products Milo powder. Besides price, products and promotions partially influential on consumers in the purchase of powdered milk products in Hypermarkets Milo Pakuwon City East Coast city of Surabaya.
Key words: Price, Product, Promotion, Consumer decisio
