<![CDATA[Eggs are one of the most commonly consumed food products in Indonesia, with a relatively high national consumption level. However, egg consumption in Jember Regency tends to fluctuate from year to year. This study aims to: 1) Identify consumer preferences in rural and urban areas toward purchasing broiler eggs; and 2) Determine the factors influencing consumers’ purchasing decisions in both areas. The methods used include descriptive, analytical, and comparative approaches, with analytical tools such as the Multi-Attribute Fishbein model, Importance Performance Analysis (IPA), and Multiple Linear Regression. The results show that rural consumers in Jember Regency prefer cleanliness and egg size attributes, while nutritional content is rated neutral and price is rated negatively. Conversely, urban consumers prioritize nutritional content and cleanliness, with price rated neutral and size rated negatively. There are significant differences in the factors influencing purchasing decisions between the two areas. In rural areas, the significant factors are income, education, family size, place of purchase, price, and seller service, while age has no effect. In urban areas, significant factors include age, education, family size, place of purchase, and price, while income and seller service show no significant influence.]]>
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