<![CDATA[The growing availability of matcha-based products in Surabaya has created diverse consumption choices accompanied by varying consumer perceptions of product characteristics and value. This study aims to analyze consumer perceptions of matcha-based products and explain how these perceptions shape purchase decisions. A qualitative phenomenological approach was employed with six purposively selected informants through observation, in-depth interviews, and documentation, followed by content analysis. The findings show that consumer perceptions are shaped by product knowledge, taste and aroma experiences, perceived health benefits, price and quality, and social and visual appeal. Positive perceptions encourage routine purchases when the perceived benefits, quality, and consumption experience are considered satisfactory, whereas negative perceptions of taste, aroma, or price may lead to situational purchases, rejection, or no repurchase. This study contributes to a clearer understanding of the relationship between consumer experiences, product evaluations, and purchase decisions for matcha-based products in a local context. Abstrak Perkembangan produk olahan matcha di Kota Surabaya menunjukkan meningkatnya pilihan konsumsi yang diikuti oleh beragam persepsi konsumen terhadap karakteristik dan nilai produk. Penelitian ini bertujuan menganalisis persepsi konsumen terhadap produk olahan matcha serta menjelaskan bagaimana persepsi tersebut membentuk keputusan pembelian. Penelitian menggunakan pendekatan kualitatif fenomenologis dengan enam informan yang dipilih secara purposif, melalui observasi, wawancara mendalam, dan dokumentasi, kemudian dianalisis menggunakan analisis isi. Hasil penelitian menunjukkan bahwa persepsi konsumen terbentuk melalui pengetahuan produk, pengalaman rasa dan aroma, manfaat kesehatan, harga dan kualitas, serta daya tarik sosial dan visual. Persepsi positif mendorong pembelian rutin ketika manfaat, kualitas, dan pengalaman konsumsi dianggap sesuai, sedangkan persepsi negatif terhadap rasa, aroma, atau harga dapat memicu pembelian situasional, penolakan, dan tidak melakukan pembelian ulang. Penelitian ini berkontribusi dalam memperjelas keterkaitan antara pengalaman konsumen, penilaian produk, dan keputusan pembelian matcha dalam konteks lokal.]]>
