Understanding Consumers' Behavior in Buying Grilled Fish at Street Food Stalls in Ambon City | ||||
| Egyptian Journal of Aquatic Biology and Fisheries | ||||
| Article 110, Volume 29, Issue 2, March and April 2025, Page 1577-1590 PDF (432.71 K) | ||||
| DOI: 10.21608/ejabf.2025.420702 | ||||
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| Author | ||||
| Apituley et al. | ||||
| Abstract | ||||
| Grilled fish is a popular dish available in both restaurants and street stalls in Ambon City. While the taste and size of the fish are similar across these establishments, differences exist in price, sales location, and cleanliness. This study examined the factors influencing consumer decisions to purchase grilled fish at street stalls. Data were collected from 100 respondents using convenience sampling. Consumer behavior was assessed with a Likert scale, and Pearson product moment correlation was used to analyze the relationships between price, taste, cleanliness, and income with consumer purchasing behavior. Multiple correlation analysis was employed to determine the overall influence of these factors. The results indicate that price (X1), taste (X3), and income (X4) significantly influence consumer behavior (Y), while cleanliness of the street stalls (X2) does not. Price has a negative relationship with consumer behavior, whereas taste and income have positive relationships. The multiple correlation test for all independent variables and consumer behavior produced a value of 0.368, indicating a weak correlation. Several additional factors may influence consumer behavior, including group size, food variety, fish size, and accessibility. To enhance business sustainability, street stall owners should focus on maintaining food quality and competitive pricing while improving stall comfort. Meanwhile, policymakers should support small and medium-sized businesses by enhancing service capacity and ensuring long-term sustainability for all stakeholders. | ||||
| Keywords | ||||
| Consumers’ behavior; Grilled fish; Street stalls; Ambon | ||||
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