This study aimed to find out the consumer characteristics on the selection of local orange and imported oranges, to find out the factors affecting consumer preferences, and to investigate consumers' buying behavior and consumers' attitudes towards local orange and imported oranges. The research was conducted in Wage Market of Purwokerto. This research used descriptive analysis, chi square and multiple attribute fishbein with survey method and 40 respondents were taken using accidental sampling technique. Chi square analysis was used to find out that there was a significant influence of the characteristics tested, namely sex, age, education, occupation, income, and number of family members. Multiberibute fishbein was used to to measure consumers' attitudes.
The study shows a variety result on the respondents' selection, they were found some who bought local and imported oranges in the Wage Market. From the factors tested using chi square based on the characteristics of respondents for the type of local oranges showed that there was a significant influence on the factors of age, education, occupation, income and number of family members. In other hand, when seen from the type of imported oranges, it showed a significant effect on gender, education, employment and income. The behavior of respondents who bought local orange and imported oranges was 75%. They said that the prices in Wage Market in were cheaper than in other markets. The average purchase number of local orange and imported oranges purchased both local oranges and imported was 67.5% with a range of 1-2 kg for own consumption. Attributes that are considered important by local orange buyers are price, taste and color attributes. Meanwhile, the attributes of taste, color and price are the final result of consumer attitudes on the imported oranges. Meanwhile the attributes that are not the main consideration by consumers are the attributes of texture, size and aroma.