This study aims to determine the motivation of consumers in buying local and import oranges in Yogyakarta City and the factors related to the motivation of the local and import oranges' consumer. The location determination is conducted purposively, considering that location is one of the business which engages in supplying the local and import oranges in the fruit stall located in Yogyakarta city. Technique of collecting data were using questioner and conducted interview then analyzed with descriptive and Rank Spearman technique. The results of research towards 100 consumers are showing that the motivation of local oranges' consumer in Yogyakarta City is categorized in the high-level. The motivation of local oranges' consumer is regarding the freshness and price's attributes, while the motivation import orange's consumer is in term of the easiness to get and packaging. The variable number of family members, the influence of friends and income correlates with the motivation of local oranges' consumer, while education and income are the variable related to the motivation of import oranges' consumer.