Consumer behavior to Thai fruit consumption during COVID-19 pandemic in Jakarta, Indonesia

Indonesia imports fruits from around the world to serve people’s demand. Thailand as one of fruit exporters needs further explore what influences consumption Thai Fruits in Indonesia. Moreover, currently COVID-19 pandemic likely affects all sectors, including agriculture sector. This study aims analyze relation between socioeconomic characteristics and consumer behavior, particularly period, that purchasing decision Fruits. Using a structured questionnaire, random sampling 1,736 respondents who shop at 5 All Fresh Supermarket branches were interviewed. The data was analyzed using chi square test binary logistic regression. results found such age, gender, education, occupation, income had with decision. In term product awareness for instance, quality taste is utmost concern customers. However, during pandemic, level customers’ consideration safety clearly higher. Therefore, different strategy needed convince consumers. result also tasting experience significantly. To enhance international economic development, agricultural products must respond mutual cooperation trading countries.JEL Classification: F13; Q13; Q17