Penelitian ini bertujuan untuk mengetahui permintaan hortikultura sayuran sebelum dan saat pandemic Covid 19 serta untuk mengetahui pengaruh harga sayuran itu sendiri, harga tahu, pendapatan, jumlah tanggungan dan pendidikan pada masa pandemi Covid 19 di Kota Tarakan. Lokasi penelitian ini dilaksanakan di Pasar Ghuser, Pasar Dayak dan Pasar Tenguyun di Kota Tarakan. Metode analisis yang digunakan adalah analisis Uji beda Wilcoxon dan analisis regresi linier berganda. Hasil dari penelitian ini menunjukkan bahwa: Pertama, karakteristik konsumen yang berbelanja di Pasar Kota Tarakan ialah perempuan dengan usai rata-rata diatas 40 tahun pekerjaan sebagai Ibu Rumah Tangga dengan status istri. Kedua, sebelum pandemi dan saat pandemi terdapat perbedaan yang signifikan terhadap permintaan hortikultura sayuran. Dimana permintaan hortikultura sayuran mengalami penurunan. Ketiga, faktor yang berpengaruh nyata terhadap permintaan bayam dan sawi yaitu harga sayur itu sendiri sedangkan harga tahu, pendapatan, jumlah tanggungan dan pendidikan tidak berpengaruh nyata terhadap permintaan bayam dan sawi. Faktor yang berpengaruh nyata terhadap permintaan kangkung yaitu harga sayur itu sendiri dan jumlah tanggungan sedangkan harga tahu, pendapatan, jumlah tanggungan dan pendidikan tidak berpengaruh nyata terhadap permintaan kangkung.
Kata Kunci: Permintaan Konsumen, Hortikultura Sayuran, Pasar Tradisional

This research aimed to figure out the demands for vegetable horticultural cmmodities before and during the Covid 19 pandemic as well as the effect of the related vegetable price, tofu price, income, number of dependents, and education level during the Covid 19 pandemic in Tarakan. The research locations were in Ghuser Market, Dayak Market, ad Tenuyun Market in Tarakan. the research data were analyzed using the Wilcoxon test multiple linear regression analyses. The research results show that: First, the characteristics of costumers shopping at Tarakan Markets were women with the average age of over 40 years old and working as housewives with the status as wives. Second, before and during the Covid 19 pandemic, there were significant diffferences related to the demands for vegetable horticutural commodities in which the demands for vegetable horticultural commodities decreased. Third, the factors significantly affecting the demands for spinach and mustard greens were the related vegetable price, while tofu price, income, number of dependents, and education level did not significantly affect the demands for spinach and mustard greens. The factors significantly affected the demands for spinach were the related vegetable price and number of dependents, while tofu price, income, number of dependents and education level did not significantly affected the demand for water spinach. Keywords: Customer Demands, Vegetable Horticultural Commodities, Traditional Markets