This research aims to know the attributes of the beef into consumer preferences or favorites at Dharmasraya and know the attributes that most consider consumers in the decision of buying beef at Dharmasraya. The basic method used in this research is descriptive method. Site selection research was done deliberately in Dharmasraya. Location of study is located in livestock markets of Gunung Medan Dharmasraya. The number of samples in the study was 100 respondents. The type of the data are used the primary data and secondary data obtained through the techniques of recording, interviews and observation. The analysis used was chi square analysis and analysis of the attitude of multiatribut Fishbein. Beef attributes needs to considerate of consumers in purchase decisions Market in beef Gunung Medan, Dharmasraya among of them consecutively from the most considered until a less up to considered are the color of the meat, the meat section, and fat content. This research is expected to deliver educational information against producers and consumers as well as related parties, so that the manufacturer can finally meet the availability of beef in accordance with the preferences of the consumer.