Factors influencing purchase decisions at fresh market: Modified theory of reasoned action

Type of the article: Research ArticleAbstractA 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.AcknowledgmentThe 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.