ANALISIS PERILAKU KONSUMEN DALAM PEMBELIAN TANAMAN HIAS SUKULEN SECARA ONLINE DI EKS KARESIDENAN SURAKARTA

Abstract

This study aims to determine the characteristics of succulent plant consumers, consumer behavior in the online purchase decision-making process of succulent plants, and to determine the factors that consumers consider in purchasing succulent plants online. The basic research method is descriptive. The research location was chosen deliberately in the former Surakarta Residency. The type of data used is primary data and secondary data with 100 samples. The data analysis method used is factor analysis. The results showed that the research consumer characteristics were female with an education level of S1/equivalent with an income and/or pocket money of less than IDR. 1,500,000. Consumer behavior analysis shows that purchasing decisions are influenced by four main factors, namely psychological factors, cultural factors, social factors, and personal factors. The online purchasing decision process for succulent plants goes through several stages, namely need recognition, information search, alternative evaluation, purchase process, and post-purchase. Based on research, the dominant factor considered by consumers in buying succulent plants consists of 4 main factors, namely online seller service factors, price compatibility factors with promotions, appearance factors, purchasing experience factors.
Keywords: Succulents, Consumer Behavior, Online Purchase, Factor Analysis