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ABSTRACT: Based on several previous research results, there are many criteria that influence consumer preferences for fruit. However, we need to know the main criteria that people consider when buying fruit. This research aims to find out the main factors that are taken into consideration and what consumer preferences are when buying fruit. The research location chosen was Muara Bangkahulu District, with the consideration that this area is one of the areas with quite a lot of fruit sellers in Bengkulu City. The sample was determined using the Virtucio formula, and 96 fruit buyers were found as respondents. The data used are primary and secondary. To answer the problem formulation, the AHP (Analytical Hierarchy Process) analysis method is used. The research results show that the main factor that consumers consider when buying fruit is price. This is because consumers have to fulfill other, more primary needs, so they buy fruit at a cheaper price according to their income. Furthermore, in purchasing fruit, consumer preferences show that Medan oranges are the main priority for the type of fruit chosen by consumers based on price, size, and availability. This is because the price of Medan oranges is cheaper than other types of fruit; the number of fruits per kg is not too much, but also not too little, and Medan oranges are always available in all fruit shops. Based on its quality and vitamins, green melon is the top priority. This is because consumers assess the taste as sweet and fresh, and the color of the fruit flesh varies and contains vitamins and minerals that the human body needs. Furthermore, consumer preferences are based on several criteria; Medan oranges are the main priority in terms of price, quality, size, availability, and vitamin content.