<![CDATA[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.]]>
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