HUBUNGAN ANTARA PERSEPSI DAN PREFERENSI KONSUMEN DENGAN PENGAMBILAN KEPUTUSAN PEMBELIAN BUAH LOKAL

Sari

The research was conducted aims to determine : (1) The relationship between consumer perceptions with decision making of local fruit purchase, (2) The relationship between consumer preferences with decision making of local fruit purchase, (3) Sub variable between consumer perceptions and preferences most closely related with decision making of local fruit purchase. The research was conducted in April to May 2015 , using descriptive survey on consumers who are buying local fruit Harjamukti Market, Pagi Market, and Kanoman Market, by using a questionnaire or a questionnaire as a tool to find out information from respondents.The results showed that : (1) There is a real positive relationship between consumer perceptions with decision making of local fruit purchase ; (2) There is a real positive relationship between consumer preferences with decision making of local fruit purchase, and (3) Sub variable between perception and consumer preferences are closely related with decision making of local fruit is the sub variable quality.Keywords : Perceptions, Preferences, Decision Making and Local Fruits .