PERILAKU KONSUMEN DALAM PEMBELIAN TANAMAN HIAS DI KECAMATAN PEKALONGAN KABUPATEN LAMPUNG TIMUR
Abstract: The objectives of
this research are to determine the purchase decision process of the ornamental
plants and the dominant factors on the consumer’s buying decision of ornamental
plants. The research was conducted by a survey method in Sub-district of Pekalongan
of East Lampung Regency. This location was chosen on purpose by considerate
that there is agro tourism area namely BBI Horticulture, which is well known as
the central area of the nursery and horticultural crops in Lampung. There were 75 respondents of both men and
women that met the inclusion samples criteria, such as having at least an
experience in buying ornamental plants.
The results showed that the behavior of consumers in their purchase
decision on ornamental plants through the introduction needs, information
searching, alternative evaluation, purchase decision and post-purchase
evaluation. There were three dominant component factors that influenced
purchasing decisions of ornamental plant: the first principal component factor
was named as appearance (trend and prestige), the second major components was
named the exotics (color and uniqueness), and the third major components was
named equivalency of price products (size and price) of ornamental plants.
Penulis: Anita Noviana,
Yaktiworo Indriani, Suriaty Situmorang
Kode Jurnal: jppertaniandd140099
