ANALISIS PERILAKU KONSUMEN TERHADAP PEMBELIAN RANGKAIAN BUNGA DI PASAR KEMBANG KOTA SURAKARTA

Abstract

This study aims to determine the factors that influence consumer behavior in the decision to purchase flower arrangements at the Pasar Kembang. The basic method used is descriptive and the determination of respondents is carried out using the accidental sampling method. The research location was chosen purposively, namely in the Pasar Kembang Surakarta. The data analysis method used is descriptive analysis, factor analysis, validity test, and reliability test. The calculation results show that consumer behavior is influenced by four main factors, namely psychological factors, cultural factors, social factors, and personal factors. The consumer buying decision process goes through the stages of need recognition, information search, evaluation of alternatives, the buying process, and post-purchase. Based on the research, the dominant factor considered by consumers in buying flower arrangements consists of 7 main factors, namely the price suitability factor, the appearance factor, the promotion factor consisting of the service suitability factor, the quality factor, the flower type factor, and the exoticism factor.
Keywords: Factor Analysis, Consumer Behavior, Flower Arrangements