| dc.description.abstract | This research aims to identifying consumer characteristics, analyzing the correlation between consumer characteristics with consumer’s decision, and analyzing the correlation between marketing communications with consumer’s decision choosing Momo Milk’s products. This research used quantitative and qualitative approaches. Respondent’s amounted 150 people were chosen by accidental sampling technique. The results showed that Momo Milk’s consumer characteristics mostly aged are 18-29 years, mostly female, medium education levels, low income levels, have not working status, and have a twitter account. Consumer characteristics are not significantly correlated with consumer's decision through the Word of Mouth (WOM) media, but significantly correlated with consumer's decision through twitter. Marketing communications are significantly correlated with consumer’s decisions through the Word of Mouth (WOM) media, but not significantly correlated with consumer's decision through t | en |
