摘要：Abstrak Penelitian ini bertujuan untuk menganalisis perbedaan perilaku pembelian buah di wilayah perdesaan dan perkotaan. Selain itu, penelitian ini juga bertujuan untuk menganalisis pengaruh karakteristik keluarga dan pengetahuan terhadap perilaku pembelian buah. Penelitian dilakukan di Kelurahan Panaragan (Kota Bogor) dan Desa Cihideung Ilir (Kabupaten Bogor) dengan jumlah responden adalah 99 ibu rumah tangga yang dipilih secara acak. Data dikumpulkan melalui wawancara dan dianalisis menggunakan analisis deskriptif, uji beda, dan uji regresi. Hasil penelitian menunjukkan bahwa ibu rumah tangga di wilayah perdesaan memiliki pengetahuan dan perilaku pembelian yang berbeda signifikan dibandingkan dengan ibu rumah tangga di perkotaan. Perilaku pembelian buah berdasarkan jenis buah, asal buah, frekuensi pembelian, dan jumlah pembelian buah dipengaruhi oleh usia dan lama pendidikan. Selain itu, pendapatan dan pengetahuan juga berpengaruh terhadap perilaku pembelian buah responden berdasarkan asal buah. Kata kunci: buah, desa, kota, perilaku pembelian Analysis of Purchasing Behavior of Fruit in Rural and Urban Areas Abstract This study aimed to analyze the differences of purchasing behavior of fruit in rural and urban areas. In addition, this study also aimed to analyze the influence of family characteristics and knowledge on the purchasing behavior of the fruit. The study was conducted in the Panaragan Village (Bogor City) and Cihideung Ilir village (Bogor Regency) and involved a number of respondents that were 99 housewives that were selected randomly. Data were collected by interviews and analyzed by descriptive analysis, different test, and regression test. The results showed that the housewives of rural areas had the knowledge and purchasing behavior that were significantly different than in the urban’s housewives. Purchasing behavior based on the type of fruit, fruit origin, frequency of purchase, and the purchase amount of fruit were affected by age and length of education. In addition, income and knowledge also influenced the purchasing behavior of fruit housewives based on the origin of the fruit. Keywords: fruits, purchasing behavior, rural, urban
