Purchasing Decision for Crystal Guava Fruit: Influence of Product Attributes,  Attitudes, and Consumer Interest

Hendro Priyo Tri Utomo; Abdul Wahib Muhaimin; Riyanti Isaskar

doi:10.23960/jtep-l.v14i1.107-117

Authors

Hendro Priyo Tri Utomo Universitas Brawijaya
Abdul Wahib Muhaimin Universitas Brawijaya
Riyanti Isaskar Universitas Brawijaya

DOI:

https://doi.org/10.23960/jtep-l.v14i1.107-117

Abstract View: 233

Abstract

Crystal guava (Psidium guajava L.) holds significant growth potential in Indonesia due to its large fruit size, immaculate flesh, minimal seed content (less than 3%), and high vitamin C levels. However, production faces challenges such as inconsistencies in quality and freshness, variations in fruit shape that deviate from market preferences, and inconsistent quality among farmers in Bojonegoro Regency. This study investigates the impact of product attributes, customer attitudes, and consumer interest on purchasing decisions for crystal guava in the region. A descriptive quantitative approach was employed, utilizing Structural Equation Modeling (SEM) with Warp Partial Least Square (WarpPLS). Primary data were gathered through structured questionnaires with 117 respondents, while secondary data were obtained from literature reviews using a non-probability sampling method. The results reveal that product attributes positively influence customer attitudes and consumer interest. Additionally, consumer interest and attitudes significantly affect purchasing decisions. The study underscores the importance of improving product quality and consistency to enhance customer perceptions and interest. Addressing these issues will not only meet consumer expectations but also boost market demand for crystal guava in Bojonegoro Regency. Strengthening product attributes is critical to fostering favorable attitudes, increasing interest, and driving purchasing decisions.

Keywords: Consumer attitudes, Consumer interests, Crystal guava fruit, Product attributes, Purchase decisions.

Downloads

Download data is not yet available.

Author Biographies

Hendro Priyo Tri Utomo, Universitas Brawijaya

Department of Agricultural Agribusiness, Faculty of Agricultural Postgraduate Studies

Abdul Wahib Muhaimin, Universitas Brawijaya

Department of Agricultural Agribusiness, Faculty of Agricultural Postgraduate Studies

Riyanti Isaskar, Universitas Brawijaya

Department of Agricultural Agribusiness, Faculty of Agricultural Postgraduate Studies

References

Al Hafizi, N.A., & Ali, H. (2021). Purchase intention and purchase decision model: Multi channel marketing and discount on Medcom.Id online news portal. Dinasti International Journal of Digital Business Management, 2(3), 460–470. https://doi.org/10.31933/dijdbm.v2i3.826

Ali, H. (2019). Purchase decision and repurchase models: product quality and process analysis (Case study of house ownership credit financing in Permata Sharia Bank Jakarta). Scholars Bulletin, 05(09), 526–535. https://doi.org/10.36348/sb.2019.v05i09.006

Arboleda, A.M., & Pilar, A. (2024). Support farmers: Sustainability claims that influence moral satisfaction and purchase intention. Academia Revista Latinoamericana de Administración, 37(1), 39–56. https://doi.org/10.1108/ARLA-03-2023-0048

Astrini, C., Djuwendah, E., Karyani, T., & Wiyono, S.N. (2018). Analisis kelayakan finansial jambu biji (Psidium Guajava L.) varietas Cristal. Jurnal AGRISEP, 17(1), 1–10. https://doi.org/10.31186/jagrisep.17.1.1-10

Azam, N.H.M., Alha, A.H., & Saili, A.R. (2022). Factors influencing purchase decision of agriculture products: A case study in Selangor. International Journal of Academic Research in Business and Social Sciences, 12(9). https://doi.org/10.6007/IJARBSS/v12-i9/14970

Bartolini, S., & Carlotti, C. (2022). Tasting experiences on local apple cultivars with blind and sighted consumers. Acta Alimentaria, 51(1), 52–61. https://doi.org/10.1556/066.2021.00156

Clarissa, C., & Bernarto, I. (2022). The influence of brand ambassador, brand awareness, brand image and prices on purchase decisions on online marketplace. Business and Entrepreneurial Review, 22(2), 273–288. https://doi.org/10.25105/ber.v22i2.14966

Costa, K.C.B., Schlogl, A.E., de Souza, S.M., de Oliveira Júnior, E.N., Coimbra, J.S.dos R., & Santos, I.J.B. (2023). Tara gum coating with embedded ZnO nanostructures for increased postharvest guava shelf life. ACS Food Science & Technology, 3(4), 738–752. https://doi.org/10.1021/acsfoodscitech.3c00006

Darsan, & Nikmah, S.D. (2023). Keunggulan komparatif dan kompetitif usahatani jambu biji varietas kristal. Jurnal Pertanian Agros, 25(1), 478–485.

Dionysis, S., Chesney, T., & McAuley, D. (2022). Examining the influential factors of consumer purchase intentions for blockchain traceable coffee using the theory of planned behaviour. British Food Journal, 124(12), 4304–4322. https://doi.org/10.1108/BFJ-05-2021-0541

Eldisthia, E., Setiawan, B., & Muhaimin, A.W. (2023). The Influence of product attributes, consumer attitude and consumer interest on the purchase decision of local orange fruit in Malang City. Agricultural Socio-Economics Journal, 23(1), 53–58. https://doi.org/10.21776/ub.agrise.2023.023.1.7

Fernández-Serrano, P., Tarancón, P., & Besada, C. (2020). Consumer information needs and sensory label design for fresh fruit packaging. an exploratory study in Spain. Foods, 10(1), 72. https://doi.org/10.3390/foods10010072

Ghozali, I., & Latan, H. (2015). Partial Least Squares: Konsep, Teknik, dan Aplikasi Menggunakan Progam SmartPLS 3.0 untuk Penelitian Empiris. Diponegoro University Press.

Grande Tovar, C.D., Delgado-Ospina, J., Navia Porras, D.P., Peralta-Ruiz, Y., Cordero, A.P., Castro, J.I., Chaur Valencia, M.N., Mina, J.H., & Chaves López, C. (2019). Colletotrichum gloesporioides inhibition in Situ by Chitosan-Ruta graveolens essential oil coatings: Effect on microbiological, physicochemical, and organoleptic properties of guava (Psidium Guajava L.) during room temperature storage. Biomolecules, 9(9), 399. https://doi.org/10.3390/biom9090399

Grusovnik, D., & Rozman, C. (2020). effects related to dimensions of purchasing decision quality of vegetables and fruits at grocery stores in Slovenia. European Journal of Horticultural Science, 85(3), 191–200. https://doi.org/10.17660/eJHS.2020/85.3.7

Huang, M., Hu, X., & Zheng, S. (2021). Is precise description in advertising always better than vague ones? – From an accessibility-diagnosability theoretical perspective. Journal of Contemporary Marketing Science, 4(2), 238–259. https://doi.org/10.1108/JCMARS-06-2021-0018

Khanal, A.R., Adhikari, S., & Tegegne, F. (2023). Why dont low‐income households purchase fruits and vegetables? Findings from African American communities in Nashville Metro areas of Tennessee. Applied Economic Perspectives and Policy, 46(1), 202–216. https://doi.org/10.1002/aepp.13371

Lee, J., & Kim, H. (2022). How to survive in advertisement flooding: The effects of schema–product congruity and attribute relevance on advertisement attitude. Journal of Consumer Behaviour, 21(2), 214–230. https://doi.org/10.1002/cb.1991

Li, M., Bai, X., Xing, S., & Wang, X. (2023). How the smart product attributes influence consumer adoption intention. Frontiers in Psychology, 14. https://doi.org/10.3389/fpsyg.2023.1090200

Lwin, M.O., Malik, S., & Lau, J. (2020). Association between food availability and young people fruits and vegetables consumption: Understanding the mediation role of the theory of planned behaviour. Public Health Nutrition, 23(12), 2155–2164. https://doi.org/10.1017/S1368980019005263

Massaglia, S., Borra, D., Peano, C., Sottile, F., & Merlino, V. (2019). Consumer preference heterogeneity evaluation in fruit and vegetable purchasing decisions using the best–worst approach. Foods, 8(7), 266. https://doi.org/10.3390/foods8070266

Mayasari, D.R., Sari, Y., & Febrinasari, R.P. (2023). The effectiveness of giving crystal guava juice (Psidium Guajava L. “Crystal”) on haemoglobin levels in female adolescents with anaemia. International Journal of Human and Health Sciences (IJHHS), 7(2), 176.

Nuraeni, L., & Hadita. (2022). The effect of event marketing on purchase decisions through purchase interest in Tokopedia Marketplace (Case study on Tokopedia event photocard program). Dinasti International Journal of Economics, Finance & Accounting, 3(4), 360–369. https://doi.org/10.38035/dijefa.v3i4.1397

Oh, D.H., & Shin, G.H. (2023, August 28). Effects of global brand value on consumer’s preference: Mediating role of brand advertisement [Preprint]. Research Square, 1-19. https://doi.org/10.21203/rs.3.rs-3226971/v1

Pratama, A.N.I., Prasetyo, E., & Mulyatno Setiawan, B. (2021). factors influencing the purchasing decision of crystal guava. SOCA: Jurnal Sosial, Ekonomi Pertanian, 15(3), 609. https://doi.org/10.24843/SOCA.2021.v15.i03.p17

Purnamasari, F., Masahid, & Su’udi, D. (2023). Analisis preferensi konsumen jambu biji varietas kristal (Studi kasus di Desa Padang Kecamatan Trucuk Kabupaten Bojonegoro Provinsi Jawa Timur Tahun 2020). Oryza - Jurnal Agribisnis dan Pertanian Berkelanjutan, 5(1), 10–18. Retrieved from https://ojs.ejournalunigoro.com/index.php/oryza/article/view/737

Putri, D.K., & Anjaningrum, W.D. (2022). Uncovering the weightiness of green marketing mix and consumer attitude in cosmetic product. Jurnal Ilmiah Bisnis Dan Ekonomi Asia, 16(2), 322–335. https://doi.org/10.32815/jibeka.v16i2.1038

Rachmi, A., Wardani, R.T.I., & Sudjanarti, D. (2022). The effect of green product attributes and eco label information on green purchasing decision (A study on consumers of Rinso Anti-Stained Detergent). In Proceedings of the 3rd Annual Management, Business and Economics Conference (AMBEC 2021), 109–117. https://doi.org/10.2991/978-94-6463-026-8_12

Ramalho Marques, J.M., Torres, A.P., Behe, B.K., Langenhoven, P., & de Barros Vilas Boas, L.H. (2021). Exploring consumers preferred purchase location for fresh fruits. HortTechnology, 31(5), 595–606. https://doi.org/10.21273/HORTTECH04865-21

Rosita, D. (2023). Prospek Usaha Jambu Kristal Menggiurkan. Artikel Umum - Direktorat Jenderal Hortikultura Kementerian Pertanian. https://hortikultura.pertanian.go.id/prospek-usaha-jambu-kristal-menggiurkan/

Samsuranto, S. (2021). Perception and motivation analysis of purchase decisions in Lumajang. Jurnal Ilmu Manajemen Advantage, 5(2), 79–84. https://doi.org/10.30741/adv.v5i2.795

Saptaria, L., & Zamzam, N.A.N. (2022). Quality, design, price, and purchase decisions for MSME furniture products in Kediri City. PKM-P, 6(2), 473. https://doi.org/10.32832/PKM-P.v6i2.1610

Shanbhogue, A.V., & Ranjith, V.K. (2023). Effects of consumer dispositional attitude on purchase intention in an emerging market. F1000Research, 12, 384. https://doi.org/10.12688/f1000research.131103.1

Solimun, Fernandes, A.A.R., & Nurjannah. (2017). Metode Statistika Multivariat Pemodelan Persamaan Struktural (SEM) Pendekatan WarpPLS. Universitas Brawijaya Press.

Stangierska, D., Kowalczuk, I., Widera, K., Olewnicki, D., & Latocha, P. (2022). Innovation as a factor increasing fruit consumption: The case of Poland. Nutrients, 14(6), 1246. https://doi.org/10.3390/nu14061246

Tannady, H., & Alvita, M. (2023). The influence of viral marketing and product quality on purchase decision on contemporary foods, Sang Pisang. Jurnal Multidisiplin Madani, 3(2), 376–380. https://doi.org/10.55927/mudima.v3i2.2388

Tran, T.A., Pham, N.T., Pham, K.Van, & Nguyen, L.C.T. (2020). the roles of health consciousness and service quality toward customer purchase decision. The Journal of Asian Finance, Economics and Business, 7(8), 345–351. https://doi.org/10.13106/jafeb.2020.vol7.no8.345

Wartaka, M., & Sumardjono, S. (2020). Analysis of consumer behavior in buying instant noodles (Case studies in the Bogor City Area). The Management Journal of Binaniaga, 5(2), 115.

Wassenaar, A., Kempen, E., & van Eeden, T. (2019). Exploring South African consumers attitudes towards game meat—Utilizing a multi‐attribute attitude model. International Journal of Consumer Studies, 43(5), 437–445. https://doi.org/10.1111/ijcs.12523

Wikantari, M.A. (2022). The effect of social media marketing on purchase decisions moderated by product quality. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 5(2), 673–687.

Wydyanto, W., & Ilhamalimy, R.R. (2021). Determination of purchasing decisions and customer satisfaction: Analysis of service quality and product quality (Marketing management literature review). Dinasti International Journal of Education Management And Social Science, 2(3), 565–575. https://doi.org/10.31933/dijemss.v2i3.822

Yadav, A., Kumar, N., Upadhyay, A., Fawole, O.A., Mahawar, M.K., Jalgaonkar, K., Chandran, D., Rajalingam, S., Zengin, G., Kumar, M., & Mekhemar, M. (2022). Recent advances in novel packaging technologies for shelf-life extension of guava fruits for retaining health benefits for longer duration. Plants, 11(4), 547. https://doi.org/10.3390/plants11040547

Yuting, T., & Mohamed, F.N. (2023). Influence fruits packaging on chinese female consumers purchase decisions. International Journal of Academic Research in Business and Social Sciences, 13(2). https://doi.org/10.6007/IJARBSS/v13-i2/16395

Zhai, Q., Sher, A., & Li, Q. (2022). The impact of health risk perception on blockchain traceable fresh fruits purchase intention in China. International Journal of Environmental Research and Public Health, 19(13), 7917. https://doi.org/10.3390/ijerph19137917

Zhan, J., Ma, Y., Lv, X., Xu, M., & Zhang, M. (2019). Science or prejudice: The effects of subjective and objective perceptions on Chinese consumers’ preferences for foods from a novel biotechnology. China Agricultural Economic Review, 12(1), 90–107. https://doi.org/10.1108/CAER-12-2018-0241

Zhang, X., & Dong, F. (2020). Why do consumers make green purchase decisions? Insights from a systematic review. International Journal of Environmental Research and Public Health, 17(18), 6607. https://doi.org/10.3390/ijerph17186607