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Consumer Preferences for Purchasing Local Fruits at The Farmers Market Supermarket in Palembang City

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Fruit consumption in Palembang City remains below the World Health Organization (WHO) recommendation and has not reached an optimal level. Meanwhile, the increasing availability of imported fruits creates competition and affects consumer preferences toward local fruits. This study aims to identify the attributes influencing consumer preferences, analyze the dominance of physical and non-physical attributes, and examine the effect of imported fruit presence. A quantitative survey was conducted involving 100 respondents selected through accidental sampling. Data were analyzed using the Fishbein multi-attribute model, multiple linear regression, and path analysis. The results show that freshness, taste, and price are the main attributes shaping consumer attitudes. The attitude score (Ao) is categorized as high (101.167 or 67.44%), indicating that stronger positive attitudes are associated with higher consumer preferences for local fruits. Regression analysis reveals that product attributes significantly influence preferences, with physical attributes as the dominant factor. Meanwhile, the presence of imported fruits does not have a significant effect. These findings indicate that consumer preferences are mainly driven by product attributes and attitudes, suggesting that improving the quality of local fruits is essential to enhance their competitiveness.

Assessing the Feasibility Study of XYZ Company’s New Supermarket Branch in Menteng, Central Jakarta

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XYZ Company plans to expand into Jakarta’s supermarket market, leveraging Indonesia’s growth in the food and beverage industries. With a population of 273 million in 2024, urbanization, a rising middle class, and evolving consumer behaviours drive sector growth. XYZ Company, with over 40 successful stores in Bali and Lombok, aims to enter Jakarta’s competitive retail market, dominated by players like Hero Supermarket and Carrefour. This feasibility study uses a mixed-methods approach, including interviews, surveys, financial reports, and market analyses. Financial metrics such as Net Present Value (NPV), Internal Rate of Return (IRR), and payback period indicate the project’s viability, with costs estimated at Rp. 22,858,000,000.00. Marketing analysis, using SWOT, TOWS, and Porter’s Five Forces, reveals opportunities for differentiation through premium product offerings and food courts, enhancing customer experience and foot traffic. Significant opportunities for XYZ Company to differentiate include leveraging the growing middle class and diverse consumer preferences. Integrating food courts within supermarkets, a strategy used by competitors like Transmart Carrefour and Grand Lucky Supermarket, can significantly enhance customer experience. Focusing on premium products and readyto-eat meals can attract a broader customer base. Strategic recommendations involve selecting high-traffic locations, expanding the online presence, and adopting sustainable practices to control costs and appeal to environmentally conscious consumers. The study emphasizes adapting to market trends and maintaining financial prudence for long-term profitability. In conclusion, the feasibility study offers a comprehensive analysis of XYZ Company’s proposed expansion into Jakarta. By focusing on strategic market entry, financial planning, and risk management, XYZ Company can successfully establish its presence in Jakarta’s competitive retail market, ensuring sustainable growth and profitability.