The aim of this study is to examine the influence of Product, Price, Distribution and Promotion as Determinants of Costumers' Freight Forwarder Choice either individually or jointly. Variables of Product, Price, Distribution and Promotion serve as independent variables while the dependent variable is Freight Forwarder Choice. The study was conducted on randomly selected 100 consumers of Sea Fright in the city of Surabaya, East Java. Using mix method, sequential explanatory design is applied where quantitative come first. The study both quantitatively and qualitatively reveals that there is a positive significant relationship among variables under the following distribution of coefficient of correlation: Product to Freight Forwarder Choice = 0.052, Price to Freight Forwarder Choice= 0.172, Distribution to Freight Forwarder Choice= 0.264, Promotion to Freight Forwarder Choice= 0.323 and when tested together it produces coefficient of correlation = 0.712, indicating the existence of other 28.8% variables not including in the model affecting factors affecting choice among the sea freight consumers