PREFERENSI KONSUMEN TERHADAP BUAH-BUAHAN DI KOTA BANDAR LAMPUNG

Fruit consumption in Indonesia, especially Lampung Province, has not reached the Nutrient Adequacy Ratio (NAR) yet, and this threatens health of young people future. Efforts to improve begin by analyzing influence social personal factors then evaluate consumer preferences for fruits Bandar Lampung. The explained different attributes combination several fruits, such as mangoes, oranges, bananas. Data were collected with survey method 100 respondents. Social significantly fruit consumption. relate other peoples that affects consumptions. Price is an essential attribute considered consumers when choosing fruits. Consumers prefer cheap sweet tasted, small, clean skinned. Key words: conjoint analysis, consumption, fruit,