Faktor-faktor Yang Berpengaruh Terhadap Keputusan Pembelian Buah Lokal Di Pasar Tradisional Kota Pekanbaru (kasus Pasar Cik Puan)

At present the people's behavior in buying fruit tends to buy more imported fruit in the modern market compared to buying local fruit in traditional markets, one of them is Cik Puan Traditional Market, Pekanbaru City. This study aims to analyze: (1) the characteristics of consumers and local fruit traders in Traditional Markets; (2) the decision process for purchasing local fruits at the Traditional Market; (3) Factors that influence the decision to purchase local fruits in Pekanbaru Traditional Market. The study was conducted for 6 months; starting from July to April 2019. This study used a survey method, where the sample of consumers was chosen by accidental sampling as many as 90 consumers and the sample of the sword was chosen by purposive sampling of 10 traders. Data were analyzed descriptively and using factor analysis. The results showed that the characteristics of consumers and local fruit traders in the Cik Puan Traditional Market in Pekanbaru City had an average age (35 years). The average level of consumer income is IDR 5,662,000 / month-IDR 6,000,000 / month with the average age of consumers is 34,86 years. With consumer education of 11.78 years equivalent to high school and dominated by private employees at 44.66%. The average number of family members of consumers is 3 people. The purchasing decision process of consumers buying local fruit at the Cik Puan Traditional Market is done by looking at the situation or conditions with planned purchases. The results of the factor analysis show that there are 4 influential factors in local fruit purchasing decisions in traditional markets, namely: Factor 1 consists of: cleanliness of fruit skin, fruit flavor, price determination, sales promotion, distance from home, fruit arrangement, service, information from friends . Factor 2 consists of: fruit texture, practicality, type of fruit of interest, fruit availability, education level, age. Factor 5 consists of: freshness of fruit, the price of fruit of interest, convenience of the place of purchase. Factor 7 consists of: local fruit prices, imported fruit prices, transportation