Abstract
This study aimed to analyse the characteristics of fresh fish consumers in Traditional Markets and Modern Market and to analyse consumer behaviour in buying fresh fish based on fresh fish and market attributes in Traditional and Modern Market. The research method used was descriptive analysis method and Fishbein model analysis. The results showed that the characteristics of consumers who bought fresh fish in Sunggal Market were women in the age range of 31-40 years old with senior high school as their last education level and an average income of around IDR 2,000,000 - IDR 4,000,000 with the number of family members was of four people. While the characteristics of consumers who bought fresh fish at Smarco Superstores were women in the age range of 31-40 with an average undergraduate education as their last education level and a monthly income was more than IDR 5,000,000 with family member of five people. The most important fresh fish and market attributes in Sunggal Market were fish freshness and location proximity. While the most crucial attributes of fresh fish and market attributes in the Smarco Superstore Market were fish hygiene and product diversity.
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