At the moment, there has been minimal research on consumer preferences for purchasing processed fish products, with this study aiming to discover how consumer behavior affects the purchasing decision towards processed fish products. The purpose of this study is to examine processed fish products that are popular among Jakarta Indonesia consumers, as well as the factors that influence their purchasing decisions at Bendungan Hilir Market in Central Jakarta. the study used the method of

more »

... analysis by observing Packaging color, type of packaging, product color, taste, and price. Validity and reliability tests were performed on the questionnaire. The characteristics of respondents and consumer behavior were analyzed descriptively, while the preferences of processed fish products, such as fish balls, jambal salted fish, shredded fish, fish nuggets, fish cake, and attributes in processed fish products that consumers will consider when purchasing processed fish products, were analyzed using Chi-Square. According to the findings, the processed fish product that became the consumer's favorite at the Bendungan Hilir Market was fish cake. Many of the factors that influenced the purchasing decision included the color of the white packaging, the color of the natural product, and the type of plastic packaging, but the most important factor in selecting products for fish balls, jambal salted fish, shredded fish, fish nuggets, and fish cake was the original taste. Fish balls and fish cake are priced between Rp. 15,000 and Rp. 20,000, while jambal salted fish, shredded fish, and fish nuggets are priced above Rp. 20,000.