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Consumer Decisions on Lettuce (Lactuca sativa L.) Purchases in Modern Markets in Makassar City

Keputusan Konsumen Terhadap Pembelian Selada (Lactuca sativa L.) di Pasar Modern Kota Makassar

Jurnal Sosial Ekonomi Pertanian · Vol. 21 No. 2 (2025) · pp. 99–115

ISSN
2598-5922, 0853-8395
Published
2025-11-25
Publisher
Hasanuddin University
Language
en
License
creativecommons.org/licenses/by-nc/4.0

Abstract

English

Lettuce (Lactuca sativa L.) is one of the popular leaf vegetables with high nutritional value. Lettuce consumption increases along with the healthy lifestyle trend that encourages people to choose nutritious, fresh, and natural foods. This study aims to analyze the factors that influence consumer decisions in purchasing lettuce in modern markets in Makassar City. The study was conducted in several modern markets with 96 respondents who were consumers of lettuce buyers. Data were collected using a questionnaire and analyzed using multiple linear regression methods to determine the effect of independent variables on the dependent variable. The results of the analysis showed that of the 13 variables studied, there were seven variables that had a significant positive effect on consumer decision to purchase lettuce, namely product quality, freshness, income, knowledge, taste, product packaging, and lifestyle. Meanwhile, the price variable had a significant negative effect on purchasing decisions. Other variables such as product availability, location, promotion, and social and cultural factors did not show a significant effect. These findings indicate that consumer preferences in purchasing lettuce are more determined by quality, product image, and internal consumer factors than external aspects such as promotion or sales location.

Bahasa Indonesia

Selada (Lactuca sativa) merupakan salah satu sayuran daun yang populer dan bernilai gizi tinggi. Konsumsi selada meningkat seiring tren gaya hidup sehat yang mendorong masyarakat untuk memilih makanan bergizi, segar, dan alami. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan konsumen dalam pembelian selada di pasar modern Kota Makassar. Penelitian dilakukan di beberapa pasar modern dengan jumlah responden sebanyak 96 orang yang merupakan konsumen pembeli selada. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan metode regresi linier berganda untuk mengetahui pengaruh variabel independen terhadap variabel dependen. Hasil analisis menunjukkan bahwa dari 13 variabel yang diteliti, terdapat tujuh variabel yang berpengaruh positif signifikan terhadap keputusan pembelian selada, yaitu kualitas produk, kesegaran, pendapatan, pengetahuan, selera, kemasan produk, dan gaya hidup. Sementara itu, variabel harga berpengaruh negatif signifikan terhadap keputusan pembelian. Variabel lain seperti ketersediaan produk, lokasi, promosi, serta faktor sosial dan budaya tidak menunjukkan pengaruh yang signifikan. Temuan ini menunjukkan bahwa preferensi konsumen dalam pembelian selada lebih ditentukan oleh kualitas, citra produk, dan faktor internal konsumen dibandingkan aspek eksternal seperti promosi atau lokasi penjualan.

Keywords

Collaboration network of the authors

38 authors · 84 co-authorship links

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  • Universitas Sembilanbelas November Kolaka
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Nurbaya BusthanulAffiliation unknown3
Didi RukmanaAffiliation unknown2
A. Nixia TenriawaruAffiliation unknown2
Rahim DarmaAffiliation unknown2
Saadah SaadahAffiliation unknown2
Galib Suwito CoraAffiliation unknown1
Yulfirah YusufAffiliation unknown1
Andi FadhilahAffiliation unknown1
Rizky PutrianiAffiliation unknown1
A. TenriawaruAffiliation unknown1
Ferawati FerawatiAffiliation unknown1
Hastika HastikaAffiliation unknown1
Arin SaputriAffiliation unknown1
Nurdin LanuhuAffiliation unknown1
Rahmawaty NadjaAffiliation unknown1
Rahmadani RahmadaniAffiliation unknown1
Muslim SalamAffiliation unknown1
Ros MitaAffiliation unknown1
Jumarni LatifAffiliation unknown1
Marina MarinaUniversitas Sembilanbelas November Kolaka1
Pipi DiansariAffiliation unknown1
Letty FudjajaAffiliation unknown1
Rahmadanih RahmadanihAffiliation unknown1
Risma Yana RisalAffiliation unknown1
Rusli M. RukkaAffiliation unknown1
Sasmita AAffiliation unknown1
Saleh S. AliAffiliation unknown1
Ayu MarshyaAffiliation unknown1
Andi Trisnaidar DahringAffiliation unknown1
Ni Made ViantikaAffiliation unknown1
Irmayani ArasAffiliation unknown1
Ni Made Viantika SAffiliation unknown1
Aidil FikramAffiliation unknown1
Eymal B DemmallinoAffiliation unknown1
Rasyidah BakriAffiliation unknown1
Pira YuniarAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://journal.unhas.ac.id/index.php/jsep/oai, first harvested 5 Nov 2026, last seen 5 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en">Consumer Decisions on Lettuce (Lactuca sativa L.) Purchases in Modern Markets in Makassar City</dc:title>
	<dc:title xml:lang="id">Keputusan Konsumen Terhadap Pembelian Selada (Lactuca sativa L.)  di Pasar Modern Kota Makassar</dc:title>
	<dc:creator xml:lang="en">Amelia S., Putri</dc:creator>
	<dc:creator xml:lang="en">Amrullah, A.</dc:creator>
	<dc:creator xml:lang="id">Amelia S., Putri</dc:creator>
	<dc:creator xml:lang="id">Amrullah, A.</dc:creator>
	<dc:subject xml:lang="id">Selada </dc:subject>
	<dc:subject xml:lang="id">Pasar Modern </dc:subject>
	<dc:subject xml:lang="id">Keputusan Pembelian</dc:subject>
	<dc:subject xml:lang="en">Lettuce</dc:subject>
	<dc:subject xml:lang="en">Modern Market </dc:subject>
	<dc:subject xml:lang="en">Purchasing Decisions</dc:subject>
	<dc:description xml:lang="en">Lettuce (Lactuca sativa L.) is one of the popular leaf vegetables with high nutritional value. Lettuce consumption increases along with the healthy lifestyle trend that encourages people to choose nutritious, fresh, and natural foods. This study aims to analyze the factors that influence consumer decisions in purchasing lettuce in modern markets in Makassar City. The study was conducted in several modern markets with 96 respondents who were consumers of lettuce buyers. Data were collected using a questionnaire and analyzed using multiple linear regression methods to determine the effect of independent variables on the dependent variable. The results of the analysis showed that of the 13 variables studied, there were seven variables that had a significant positive effect on consumer decision to purchase lettuce, namely product quality, freshness, income, knowledge, taste, product packaging, and lifestyle. Meanwhile, the price variable had a significant negative effect on purchasing decisions. Other variables such as product availability, location, promotion, and social and cultural factors did not show a significant effect. These findings indicate that consumer preferences in purchasing lettuce are more determined by quality, product image, and internal consumer factors than external aspects such as promotion or sales location.</dc:description>
	<dc:description xml:lang="id">Selada (Lactuca sativa) merupakan salah satu sayuran daun yang populer dan bernilai gizi tinggi. Konsumsi selada meningkat seiring tren gaya hidup sehat yang mendorong masyarakat untuk memilih makanan bergizi, segar, dan alami. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi keputusan konsumen dalam pembelian selada di pasar modern Kota Makassar. Penelitian dilakukan di beberapa pasar modern dengan jumlah responden sebanyak 96 orang yang merupakan konsumen pembeli selada. Data dikumpulkan menggunakan kuesioner dan dianalisis dengan metode regresi linier berganda untuk mengetahui pengaruh variabel independen terhadap variabel dependen. Hasil analisis menunjukkan bahwa dari 13 variabel yang diteliti, terdapat tujuh variabel yang berpengaruh positif signifikan terhadap keputusan pembelian selada, yaitu kualitas produk, kesegaran, pendapatan, pengetahuan, selera, kemasan produk, dan gaya hidup. Sementara itu, variabel harga berpengaruh negatif signifikan terhadap keputusan pembelian. Variabel lain seperti ketersediaan produk, lokasi, promosi, serta faktor sosial dan budaya tidak menunjukkan pengaruh yang signifikan. Temuan ini menunjukkan bahwa preferensi konsumen dalam pembelian selada lebih ditentukan oleh kualitas, citra produk, dan faktor internal konsumen dibandingkan aspek eksternal seperti promosi atau lokasi penjualan.</dc:description>
	<dc:publisher xml:lang="en">Hasanuddin University</dc:publisher>
	<dc:date>2025-11-25</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
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	<dc:identifier>https://journal.unhas.ac.id/index.php/jsep/article/view/45473</dc:identifier>
	<dc:source xml:lang="en">Jurnal Sosial Ekonomi Pertanian; Vol. 21 No. 2 (2025): June, 2025; 99-115</dc:source>
	<dc:source xml:lang="id">Jurnal Sosial Ekonomi Pertanian; Vol 21 No 2 (2025): Juni, 2025; 99-115</dc:source>
	<dc:source>2598-5922</dc:source>
	<dc:source>0853-8395</dc:source>
	<dc:language>en</dc:language>
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	<dc:relation>https://journal.unhas.ac.id/index.php/jsep/article/view/45473/13742</dc:relation>
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