Fruit is one thing that is needed by our body with many benefits in the content of the fruit itself. Nutrition and vitamins are needed by the body to support health. The health trend by consuming fruit has resulted in a broad business arena in the field of agribusiness, one of the companies competing in this field is Hortimart Agro Center. This company provides various types of fruit with prices offered relatively high compared to similar companies, but the prices offered are in accordance with the quality provided and become a separate selling point. This study aims to determine the interests, attitudes and norms of subjective visitors in buying fruit at PT Hortimart Agro Center, with 111 respondents. The analysis techniques in this study are descriptive analysis, average score of subjective attitudes and norms, and determination of interest based on the importance of subjective variables and norms of norms. This study uses primary data and secondary data. The interest in this study is shaped by subjective attitudes and norms that are calculated using the theory of reasoned actions brought by Fishbein and Ajzein. Based on the results of the study, the conclusions from visitors to Hortimart Agro Center were respondents, most of whom came from outside the Semarang district, respondents came from Semarang, Bogor, Jakarta, Bekasi, Yogyakarta, Klaten, Magelang, Solo, Surakarta, Demak, Jepara and Boyolali. Visitors from Semarang district are domiciled in the area around Hortimart such as Ungaran, Ambarawa and Salatiga. Visitors aged 41-51 years. The attitude of visitors to buy fruit at Hortimart Agro Center is good with an average score of 19.46, the subjective norm of visitors to buy fruit at Hortimart Agro Center both with an average value of 15.72 and interest in visitors to buy fruit at Hortimart Agro Center with a score high interest 4.