This research aimed to find out : 1) The characteristics of sweet orange customers in the Wage market of Purwokerto 2) The consumer’s behavior in the purchase and 3) The factors affecting the consumer’s behavior in the purchase decision of sweet orange.
This descriptive quantitative research was conducted for 5 months, starting from April to August 2021 in Wage market of Purwokerto to 31 respondent. It used primary and secondary data which were collected using direct observation, interview and documentaion then analyzed using descriptive and multiple regression.
The results showed that the consumers were at the age 20-30 years old with the last education of Senior High School. They were housewives and entrepreneurs with an income of Rp 1.000.000-Rp 2.500.000 and they have approximately 3-4 family members. Their behavior included their choice over Jember oranges with the purchase quantity of 1-2 kg and the purchase frequency of 1-4 times per month and they did not have any supply. The results of multiple regression analysis showed that the product quality, family needs, income, ages and education affected the consumer’s behavior and the factor of family needs partially affected the consumer’s behavior.