Nuning Setyowati

Type of the article: Research Article

Abstract
A fresh market is a marketplace that offers various daily necessities such as vegetables, meat, and fruits through a modern self-service concept. This study aims to analyze the factors influencing purchase decisions at fresh markets. The method used is descriptive with a quantitative approach using the Theory of Reasoned Action as the research model. The research location was selected purposively, specifically at a fresh market in Sukoharjo Regency, Indonesia, involving 120 consumers through accidental sampling between June and August 2025, taking into account the ratio of variables to samples. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0 software. The top three segments of the fresh market are private employees, civil servants, and housewives, the majority of whom are women aged 35-43. The results revealed that consumer attitudes (β = 0.134, p < 0.05), lifestyle (β = 0.514, p < 0.05), and perceived ease of purchase (β = 0.193, p < 0.05) significantly influence purchase intentions. In contrast, subjective norms were found to have no significant effect on purchase intentions (β = 0.116, p > 0.05) as the majority of consumers are individualistic. Purchase intention plays an important role in shaping purchase decisions (β = 0.715, p < 0.05). Thus, personal factors play a greater role in purchase decisions regarding the fresh market than external factors. This study provides practical implications for fresh market business practitioners as a reference for formulating effective marketing strategies and offers theoretical implications by enriching TRA and encouraging further research.

Acknowledgment
The authors would like to express their sincere gratitude to Universitas Sebelas Maret for funding this study under Grant No. 371/UN27.22/PT.01.03/2025.

Type of the article: Research Article

Abstract
Agrifood SMEs play a vital role in producing high-value-added processed products, enhancing the potential of local agricultural commodities, and supporting food availability and diversity. However, these SMEs face various challenges, including limited resources and capital, the need to adapt to rapid innovation and shifting consumer preferences, and volatile purchasing power amid economic fluctuations. This study aims to analyze the motivational factors influencing the adoption of frugal innovation among agrifood SMEs in Surakarta City, Indonesia. A quantitative method was employed, involving a sample of 150 agrifood SMEs in Surakarta. Data were collected through surveys and direct interviews between April and June 2025. The data were analyzed using structural equation modeling (SEM) with partial least squares (PLS) in SmartPLS 4. The majority of respondents’ businesses have been operating for less than 10 years and generate monthly revenue ranging from IDR 5,000,000 to IDR 40,000,000. The findings reveal that compatibility (ꞵ = 0.191, p < 0.05), low-cost manufacturing (ꞵ = 0.220, p < 0.05), digital platforms (ꞵ = 0.258, p < 0.05), sustainable leadership (ꞵ = 0.160, p < 0.05), technology turbulence (ꞵ = 0.188, p < 0.05), and external sources of knowledge (ꞵ = 0.172, p < 0.05) significantly encourage the adoption of frugal innovation. Moreover, external knowledge sources partially mediate the influence of sustainable leadership on the adoption of frugal innovation.

Acknowledgment
The authors are grateful to Universitas Sebelas Maret, Surakarta, Central Java, Indonesia, for funding this study with Contract No: 371/UN27.22/PT.01.03/2025.