Abstract: Households in Indonesia consume fruits and vegetables that are far below the national standard for nutritional adequacy. This study aims to analyze consumption patterns and the factors that influence supermarkets' purchase of fruits and vegetables. This research was conducted in three supermarkets in the district. Lowokwaru in Malang City, namely Superindo Tlogomas, Tlogomas Vegetable Palace, and Giant Dinoyo Supermarket. Sampling by accidental sampling of 60 consumers who buy fruit and vegetables, with samples from each supermarket as many as 20 people. Data analysis using the Logit regression model. The results showed that the number of household members and the level of education increased the purchasing decisions of fruit and vegetables in supermarkets by 9,399% and 286.2%, while age decreased fruit and vegetable purchasing decisions in supermarkets by 31.6%. Sex, work, and household income does not affect consumer decisions to shop for fruits and vegetables in supermarkets.

Keywords: fruits and vegetables, supermarket, Logit model.

Abstrak: Rumah tangga di Indonesia mengonsumsi buah dan sayur jauh dari standar kecukupan gizi nasional. Penelitian ini bertujuan menganalisis pola konsumsi dan factor-faktor  yang mempengaruhi pembelian buah dan sayur di supermarket. Penelitian ini dilakukan di tiga Supermarket di Kec. Lowokwaru di Kota Malang yaitu Superindo Tlogomas, Istana Sayur Tlogomas, dan Supermarket Giant Dinoyo. Pengambilan sampel secara Accidental Sampling terhadap 60 konsumen yang membeli buah dan sayur, dengan sampel masing-masing supermarket sebanyak 20 orang. Analisis data menggunakan model regresi Logit. Hasil penelitian menunjukkan bahwa jumlah anggota rumah tangga dan tingkat Pendidikan meningkatkan keputusan pembelian buah sayur di supermarket sebesar 9.399% dan 286.2%, sedangkan umur menurunkan keputusan pembelian buah dan sayur di supermarket sebesar 31.6%. Jenis kemain, jenis pekerjaan dan pendapatan rumah tangga tidak berpengaruh terhadap keputusan konsumen bekanja buah dan sayur di supermarket.

Kata kunci: buah dan sayur, supermarket, model Logit