Analysis of Attitude and Consumer Preferences to Purchase Decisions of Banana Fruit in Traditional Markets Pangkalpinang City

This study examines consumer perceptions of the qualities considered in purchasing decisions and preferences for bananas traditional markets Pangkalpinang. research was carried out a predetermined market Pangkalpinang City. used survey method as its primary design. Purposive sampling used, sample size 100 respondents. The attributes analyzed were tasted, fruit skin color, size, number per comb. analytical is Fishbein Multiattribute analysis Conjoint analysis. results showed that attitudes toward most color (21.57) which very positive—taste (16.27), positive value. Fruit (15, 87) value, comb (6,41) negative. Consumer at City are with yellow-green sweet banana taste, length > 14 cm, many pieces with> 16 details. sequence importance values explains pays attention to when buying bananas: peel, taste banana,