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This study aims to understand what influences consumer preferences for local fruits in Palembang City.

July 4, 2026Open Access

Consumer Preferences for Purchasing Local Fruits at The Farmers Market Supermarket in Palembang City

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This study aims to understand what influences consumer preferences for local fruits in Palembang City.
Quantitative survey conducted with 100 respondents selected through accidental sampling.
Data analyzed using Fishbein multi-attribute model, multiple linear regression, and path analysis.
Examined the impact of physical and non-physical attributes on consumer preferences.
Freshness, taste, and price are the most important attributes affecting consumer attitudes.
Attitude score (Ao) is high at 101.167 (67.44%), indicating favorable preferences for local fruits.
Regression analysis shows physical attributes dominate preferences, while imported fruits significantly do not influence choices.

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Quantitative survey identifies local fruit attributes influencing consumer preferences, highlighting the dominance of physical aspects.

Bellafriska et al. (2026) studied this question.

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