Jurnal Keislaman, Pendidikan dan Ekonomi Vol. 4, No. 1, Oktober 2019 Available online http://ejournal.kopertais4.or.id/madura/index.php/terateks STAI MIFTAHUL ULUM TARATE PANDIAN SUMENEP E-ISSN: 2598-3989 78 FAKTOR INDIVIDU, LINGKUNGAN DAN MARKETING MIX YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN JAMU TRADISIONAL DI KABUPATEN SUMENEP Nurul Huda STAI Miftahul Ulum Tarate Sumenep E-mail : nurul.huda.macintosh@gmail.com Abstract This study aims to determine how the influence of Individual, Environmental and Marketing Mix variables simultaneously and partially on Consumer Decisions in Purchasing Traditional Herbal Medicine and to see the extent to which these three variables have a dominant influence on Consumer Decisions in Purchasing Traditional Herbal Medicine in Sumenep Regency. The population in this study were buyers of traditional herbal medicine at traditional herbal counters scattered in Sumenep Regency. The number of existing population can not be known precisely, so for the sampling is determined from the number of variables which amount to 19 variables multiplied 4 times. So that the number to be investigated is 116, which will be taken using the technique of accidental sampling, namely the selection of samples through anyone who is met at that time. This formulation is obtained from the conditions set by Malhotra (1996) which states that the number of samples / respondents taken is at least 4 or 5 times the number of variables. This study uses Multiple Linear Regression Analysis in analyzing data obtained from questionnaire results. The results of this study indicate that product factors which have the most dominant influence on purchasing decisions of traditional herbal medicine in Sumenep Regency. Partial test results Variable Individual Factors, Environment and Marketing Mix influence partially and significantly on Consumer Decisions in Purchasing Traditional Herbal Medicines in Sumenep Regency. Product Factor is the dominant variable that influences Consumer Decisions in Purchasing Traditional Herbal Products in Sumenep Regency. Keywords: Individual Factors, Environment, Marketing Mix and Consumer Purchasing Decisions