Marketing priorities for hydroponic lettuce in sustainable urban agrifood systems: evidence from modern retail in Tarakan
DOI:
https://doi.org/10.35334/bchy0662Keywords:
Dominance analysis, Hydroponic lettuce, Importance-performance analysis, Marketing mix, Sustainable urban agrifood systemsAbstract
Hydroponic lettuce is part of an urban agrifood system in which production continuity must be matched by economically viable demand, retail access, and effective market coordination. This study evaluated the market-side priorities for hydroponic lettuce at Super Sayur Fresh 3 in Tarakan using survey responses from 50 consumers. Fifteen Likert-scale items measured product, price, place, promotion, and purchase decisions. The analysis combined ordinary least squares, HC3 robust standard errors, paired bootstrap resampling with 10,000 replications, general dominance analysis, and importance-performance mapping. The model was significant (F = 2.969; p = 0.029; R² = 0.209). Promotion was the only significant predictor (B = 0.347; HC3 p = 0.019; bootstrap 95% CI = 0.075-0.623) and accounted for 69.87% of explained variance. Product accounted for 23.88%, price for 5.67%, and place for 0.58%. Promotion combined high importance with lower performance than product, particularly for advertising attractiveness. The findings identify promotion as the principal market-coordination priority for local hydroponic retail. Their sustainability implication is limited to the economic-market dimension of urban agrifood development; the study does not assess environmental performance of hydroponic production.
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