<![CDATA[This study aims to examine consumer perceptions, particularly among students in Indralaya District, regarding fruit purchasing decisions at local markets and supermarkets. These perceptions were measured using six main variables: price, quality, service, location, packaging, and psychological factors. This study employed a quantitative descriptive method with a non-probability purposive sampling technique, where respondents were selected based on the criteria of students living in Indralaya District. Data were obtained by completing an online Google Form using a 5-point Likert scale. The sample size for this study was 70 people, consisting of students who purchased fruit at local markets, supermarkets, or those who chose both according to their circumstances. The results showed that local markets were more frequently chosen due to lower prices, easier access, and flexibility in shopping. Meanwhile, some students chose supermarkets due to the more consistent fruit quality, more organized fruit displays, and more convenient service. Packaging factors were more influential for students who purchased fruit at supermarkets, while psychological factors such as habits and friend recommendations were more visible among students who purchased fruit at local markets. Overall, each variable has a different influence on purchasing decisions, and student preferences tend to be influenced by situations, needs, and considerations of quality and ease of access. Abstrak Bahasa Indonesia: Penelitian ini bertujuan untuk mengkaji persepsi konsumen, khususnya mahasiswa di Kecamatan Indralaya, terhadap keputusan membeli buah di pasar lokal dan supermarket. Persepsi tersebut diukur menggunakan enam variabel utama, yaitu harga, kualitas, pelayanan, lokasi, kemasan, dan faktor psikologi. Penelitian ini menggunakan metode deskriptif kuantitatif dengan teknik non-probability sampling jenis purposive sampling, yaitu responden dipilih berdasarkan kriteria mahasiswa yang tinggal di Kecamatan Indralaya. Data diperoleh melalui pengisian Google Form secara online dengan skala Likert 5 poin. Jumlah sampel dalam penelitian ini sebanyak 70 orang, terdiri dari mahasiswa yang membeli buah di pasar lokal, di supermarket, maupun yang memilih keduanya sesuai kondisi. Hasil penelitian menunjukkan bahwa pasar lokal lebih banyak dipilih karena harga yang lebih murah, lokasi yang lebih mudah dijangkau, serta fleksibilitas dalam berbelanja. Sementara itu, sebagian mahasiswa memilih supermarket karena kualitas buah yang lebih stabil, tampilan buah yang lebih tertata, dan pelayanan yang lebih nyaman. Faktor kemasan lebih memengaruhi mahasiswa yang membeli buah di supermarket, sedangkan faktor psikologis seperti kebiasaan dan rekomendasi teman lebih terlihat pada mahasiswa yang membeli buah di pasar lokal. Secara keseluruhan, setiap variabel memberikan pengaruh yang berbeda terhadap keputusan pembelian, dan preferensi mahasiswa cenderung dipengaruhi oleh situasi, kebutuhan, serta pertimbangan kualitas dan kemudahan akses.]]>
