Determinants of purchasing decisions for imported orange fruits in Makassar City, Indonesia: an urban area's lifestyle phenomenon

Abstract

Introduction The rise in orange imports in Indonesia corresponds with constraints in domestic orange production, encompassing availability, quality, quantity, and consistency. Local orange production remains insufficient to meet the community's growing demand, necessitating the importation of oranges. Imported oranges are becoming more readily available in traditional markets, whereas modern marketplaces are favored by the majority of buyers. Objectives This study examined the determinants of purchasing decisions for imported oranges in Makassar City, South Sulawesi Province, Indonesia. Methods This research involved 140 participants, from whom primary data were collected via structured interviews. The analytical technique used for analyzing the data was binary logistic regression, performed in SPSS version 27. Results This study demonstrated that product quality, product price, product taste, product availability, and consumer income strongly affect the decision to purchase imported oranges, with confidence levels of 99% and 95%, respectively. Moreover, at a 90% confidence level, consumer age and the number of dependents significantly influenced the decision to purchase imported oranges, whereas product packaging and consumer jobs had a significant negative effect. This study found that factors including country of origin, consumer lifestyle, and consumer education had no meaningful effect. Conclusions This study's consequences encompass advice on enhancing product quality, adjusting competitive pricing, and ensuring product availability, while taking customers' lifestyles and incomes into account when formulating promotion and distribution strategies. A marketing strategy for imported oranges was established based on these findings, incorporating premium labeling and education on import quality to comply with food safety requirements, while ensuring no detriment to local oranges, and using market segmentation via cost-saving incentives.

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