Study on Consumer Perspectives on the Use of Organic Ingredients and Their Influence on Purchasing Decisions in FnB Businesses

This study uses a descriptive qualitative approach that aims to deeply understand consumer perspectives on the use of organic ingredients and their influence on purchasing decisions in FnB businesses, especially in the MSME sector. This approach was chosen because it allows researchers to explore the meaning, experience, and subjective understanding of consumers who have used organic-based food and beverage products.