This research title is The Buying Factors Considered by Consummers On Traditional Cake in
Malang City. Its aim is to learn buying factors considered by Malang residents in traditional cakes'
consumption. All respondents are Malang residents who have been ever buying and consumming
traditional cake at market in Malang city. The result of research shows that there are 8 buying factors
considered in traditional cake consumption, namely personality (First Factor), price, promotion,
javanese culture, knowledge, place, experience and life style. Based on the result, it can be
concluded tha the most buying factors considered is personality, namely education, age, job, gender,
motivation, grand mother/fathers' custom and family custom.
Keyword : buying factors.