<![CDATA[Consumer purchasing decisions for fishery products depend on product attributes, yet evidence on what drives consumer preference for yellowstripe scad, a widely consumed small pelagic fish in Bangka Belitung, remains scarce. This study aimed to analyze the effects of fish length, weight, price, and quality on consumer preference in Pangkalpinang. A preliminary survey was conducted among 30 consumers selected by purposive sampling at Rumput Market and the Pangkal Balam Port area. Data were analyzed using multiple linear regression after validity, reliability (Cronbach’s alpha = 0.874), and classical assumption tests (all VIF ≤ 1.342). The model was significant simultaneously (F = 3.508; p = 0.021; R² = 0.360; adjusted R² = 0.257). Partially, fish price (B = 1.264; p = 0.029) and fish quality (B = 0.864; p = 0.024) had positive and significant effects, whereas fish length (p = 0.141) and fish weight (p = 0.744) did not. These findings indicate that fish price and quality, rather than size, primarily determine consumer preference for yellowstripe scad, suggesting traders and policymakers should prioritize quality assurance and value-aligned pricing. Due to the small sample, these preliminary results require validation through larger studies.]]>
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