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All Journal Journal of Agribusiness and Rural Development (Jurnal Agribisnis dan Pengembangan Pedesaan)
Rekis Rama Arrozaq
Program Studi Agribisnis, Fakultas Pertanian, Universitas Sam Ratulangi, Manado, Indonesia
Agriculture, Biological Sciences & Forestry Economics, Econometrics & Finance Environmental Science Social Sciences

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Persepsi Konsumen Dalam Keputusan Pembelian Sayur Selada Organik di Freshmart Tikala Kota Manado Rekis Rama Arrozaq; Olly Esry Harryani Laoh; Sherly Gladys Jocom
Journal of Agribusiness and Rural Development (Jurnal Agribisnis dan Pengembangan Pedesaan) Vol. 8 No. 2 (2026): JOURNAL OF AGRIBUSINESS AND RURAL DEVELOPMENT (Jurnal Agribisnis dan Pengembang
Publisher : Jurusan Sosial Ekonomi Pertanian, Fakultas Pertanian Universitas Sam Ratulangi, Manado

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35791/agrirud.v8i2.68274

Abstract

This study aims to determine consumers' perceptions when deciding to purchase organic lettuce at Freshmart Tikala, Manado City. This is related to increasing public awareness of the importance of healthy living and the need for safe and environmentally friendly food. This study used a descriptive and qualitative approach with a chance sampling technique. Data were obtained from 30 respondents through observation, questionnaires, and documentation in June 2025. The analysis focused on six main aspects: price, quality, lifestyle, health, information, and location, using a Likert scale to assess consumer perceptions. The results of this study indicate that consumers have a positive view of all these aspects. Price is considered reasonable when compared to quality and health benefits. Freshness and product durability are two very important factors, while a healthy lifestyle and concern for the environment also help people in their purchasing decisions. Available information, both from the media and product labels, is considered quite good, while Freshmart's strategic location and neat store appearance make shopping more comfortable. In conclusion, positive consumer perceptions significantly influence their decision to purchase organic vegetables. Therefore, managers need to maintain product quality, strengthen the information provided about the product, and maintain the comfort of the location in order to increase consumer loyalty.
Co-Authors Olly Esry Harryani Laoh Sherly Gladys Jocom