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All Journal Habitat MIX : Jurnal Ilmiah Manajemen
Ramadhan, Aditya Willy
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences Other

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The Influence of Imported Orange Attributes on Purchase Decision in the Largest Local Orange Production Area in Indonesia Ramadhan, Aditya Willy; Setiawan, Budi; Cahyono, Edi Dwi; Permana, Adi Indra
MIX: JURNAL ILMIAH MANAJEMEN Vol 15, No 1 (2025): MIX : Jurnal Ilmiah Manajemen
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22441/jurnal_mix.2025.v15i1.015

Abstract

Objectives: In E.ast Java Province., the. consumption of importe.d orange.s continue.s to rise., alongside. the. availability of local products in the. marke.t. De.spite. the. ofte.n highe.r price. of importe.d orange.s, many consume.rs still pre.fe.r importe.d orange.s ove.r local one.s. This phe.nome.non sugge.sts that ce.rtain factors influe.nce. the. de.cision to purchase. importe.d orange.s, such as product quality, price., packaging, and the. e.nvironme.nt. This study aims to analyze. the. impact of the.se. variable.s on the. de.cision to purchase. importe.d orange.s in E.ast Java, with purchase. inte.ntion as a me.diating variable.. It is e.xpe.cte.d that the. findings of this re.se.arch can provide. insights into the. factors driving consume.rs to choose. importe.d orange.s and offe.r re.comme.ndations for busine.ss actors to e.nhance. the. compe.titive.ne.ss of local orange.s in the. dome.stic marke.t.Methodology: The. targe.t re.sponde.nts in this study are. the. pe.ople. of E.ast Java who consume. importe.d orange.s. The. se.le.ction of re.sponde.nts is base.d on spe.cific crite.ria that must be. me.t. A total of 327 re.sponde.nts are. involve.d in this study. In this re.se.arch, re.sponde.nts will be. provide.d with a que.stionnaire. containing que.stions with a 1-5 scale. re.late.d to the. re.se.arch be.ing conducte.d. This study will use. two type.s of data colle.ction: primary data and se.condary data. The. colle.cte.d data will be. proce.sse.d using the. SE.M-PLS analysis me.thod with the. Warp-PLS 8.0 software..Finding: The. re.sults of the. study show that product quality, price., packaging, and social e.nvironme.nt have. a positive. and significant e.ffe.ct on the. purchasing de.cision of importe.d orange.s in E.ast Java through purchase. inte.ntion as a me.diating variable., with an R-square. value. of 0.627. This value. indicate.s that the.se. four variable.s are. able. to e.xplain 62.7% of the. purchasing de.cision, while. the. re.maining 37.3% is influe.nce.d by othe.r variable.s that we.re. not te.ste.d in this study. Me.anwhile., product safe.ty and psychological factors did not show a significant e.ffe.ct on the. purchasing de.cision.Conclusion: Product quality, price., packaging, and social e.nvironme.nt have. a positive. and significant e.ffe.ct on the. purchasing de.cision of importe.d orange.s in E.ast Java through purchase. inte.ntion as a me.diating variable.. Me.anwhile., product safe.ty and psychological factors do not have. a significant e.ffe.ct.
Lifestyle-Driven Preferences in Fruit Salad Consumption: Evidence from a Discrete Choice Experiment Rayesa, Neza Fadia; Fitri, Kanissa Gita; Noor, Arif Yustian Maulana; Prasetyaningrum, Dian Islami; Ramadhan, Aditya Willy
HABITAT Vol. 37 No. 2 (2026): August
Publisher : Department of Social Economy, Faculty of Bio-Industry, Agriculture and Forestry, University of Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/ub.habitat.2026.037.2.11

Abstract

Purpose: This study aims to examine how lifestyle-based consumer segments influence preferences and willingness to pay (WTP) for fruit salad product attributes in urban Indonesia. Specifically, it investigates the moderating role of lifestyle dimensions—physical activity, dietary habits, mental wellness, and perceived health benefits in shaping consumer preferences for key product attributes. Design/Methodology/Approach: A quantitative study was conducted using a Discrete Choice Experiment (DCE) with a D-efficient design consisting of nine choice sets. Data were collected from 150 urban fruit salad consumers in Indonesia. Consumer preferences were analyzed using the Conditional Logit model, while marginal willingness to pay (MWTP) estimates were calculated using the Krinsky–Robb simulation approach. Lifestyle dimensions based on the Activities, Interests, and Opinions (AIO) framework were incorporated into the utility function to capture preference heterogeneity. Findings: The results indicate that consumers showed stronger preferences for fruit salad products with box packaging, online ordering platforms, and low-calorie nutritional labels. Lifestyle characteristics significantly influenced attribute preferences, with consumers exhibiting stronger dietary and mental wellness orientations demonstrating greater preferences for hygienic packaging and health-related labeling. The MWTP estimates further revealed that consumers were willing to pay price premiums for these preferred attributes, highlighting the economic value of health-oriented product differentiation in the urban fruit market. Originality/Value/Novelty: This study extends the application of Discrete Choice Experiments in agrifood marketing by integrating AIO-based lifestyle dimensions directly into the utility framework rather than treating lifestyle merely as a descriptive consumer characteristic. By providing monetized willingness-to-pay estimates for ready-to-eat fruit products in an emerging market, the study offers novel evidence on how lifestyle heterogeneity shapes consumer preferences and supports more effective product design, pricing,and marketing strategies for agrifood MSMEs and downstream horticultural businesses in urban Indonesia.
Co-Authors Budi Setiawan Edi Dwi Cahyono Fitri, Kanissa Gita Noor, Arif Yustian Maulana Permana, Adi Indra Prasetyaningrum, Dian Islami Rayesa, Neza Fadia