The Role of Consumer Perception in The Development of Local Agriculture Products

Local agricultural products face increasing challenges in gaining market share amid the growing presence of imported and mass-produced commodities. Consumer perceptions play a central role in shaping the acceptance and development of local agricultural products. However, many local agricultural businesses still face difficulties in translating consumer perceptions into effective product development strategies. This study addresses the limited empirical evidence on the influence of specific dimensions of consumer perceptions perceived quality, perceived price, and perceived authenticity and safety on the development of local agricultural products, particularly outside major metropolitan areas. This study aims to examine the influence of perceived quality, perceived price, and perceived authenticity and safety on local agricultural product development. A quantitative research approach was employed using a survey of 120 respondents selected through purposive sampling from consumers of local agricultural products in agricultural production centers in West Java, Indonesia. The data were analyzed using multiple linear regression. The results indicate that perceived quality, perceived price, and perceived authenticity and safety have positive and significant effects on local agricultural product development, both individually and simultaneously. Among the three dimensions, perceived authenticity and safety exert the strongest influence. These findings highlight the importance of incorporating consumer perceptions, particularly perceptions of product authenticity and safety, into local agricultural product development strategies. This study contributes a consumer-based perspective to the development of local agricultural products and provides practical implications for local agricultural businesses seeking to improve product competitiveness and market acceptance.