FAKTOR-FAKTOR YANG DIPERTIMBANGKAN KONSUMEN DALAM KEPUTUSAN PEMBELIAN RANGKAIAN BUNGA DI CHOCO GLITZ FLORIST JAKARTA

Abstract

This study aims to determine how consumer behavior in the purchase decision of flower bouquet at Choco Glitz Florist Jakarta. The basic method in this research is descriptive method with survey technique. The method of determining the location of the study is purposive. Sampling method used is non-probability sampling method with judgment sampling technique. The sample in this study amounted to 100 people. The data analysis method used factor analysis. The results of the study indicate that the majority of consumers of Choco Glitz Florist are women, have jobs as students, and live in Jakarta. There are ten factors that consumers consider in their purchase decision of flower bouquet at Choco Glitz Florist. These factors are flower type factors, socio-cultural factors, packaging factors, psychological factors, personal factors, price factors, flower shape factors, place factors, flower color factors, promotion factors. Variables of flower type, flower color, flower bouquet size, flower shape, packaging, price, promotion, place, culture, social, personal and psychological are the dominant variables considered by Choco Glitz Florist consumers in their purchase decision of flower bouquet.

Keywords : Consumer Behavior, Factor Analysis, Flower Bouquet