Rosalind, Britannia Abigail (2023) Analisis Perilaku Konsumen Terhadap Keputusan Pembelian Tanaman Hias Di Pasar Bunga Kayoon Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
ABSTRAK Banyaknya pelaku usaha tanaman hias di Surabaya membuat konsumen semakin mempertimbangkan pilihan terbaiknya saat memutuskan untuk membeli, oleh karena itu pelaku usaha harus dapat memahami perilaku konsumen dengan baik. Penelitian ini bertujuan untuk mengetahui karakteristik konsumen, proses pengambilan keputusan pembelian, dan faktor – faktor yang mempengaruhi pengambilan keputusan pembelian tanaman hias di Pasar Bunga Kayoon Surabaya. Penelitian ini dilakukan di Pasar Bunga Kayoon Surabaya. Metode pengambilan sampel secara accidental sampling dengan jumlah responden 100 orang. Metode analisis yang digunakan untuk tujuan pertama dan kedua yaitu deskriptif, dan tujuan ketiga dengan analisis SEM-PLS. Hasil penelitian menunjukan bahwa faktor budaya, faktor pribadi, dan faktor psikologis berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan faktor social tidak berpengaruh positif terhadap keputusan pembelian tanaman hias di Pasar Bunga Kayoon Surabaya. Kata Kunci : Tanaman Hias, Perilaku Konsumen, Keputusan Pembelian The growing ornamental plant business in Surabaya made consumers increasingly consider their best choices when deciding to buy. Therefore, business operators had to be able to understand consumer behavior well. This study aimed to find out the characteristics of consumers, purchase decision-making processes, and factors influencing ornamental plant purchase decision-making at the Kayoon Surabaya Flower Market. The study was conducted at the Kayoon Flower Market in Surabaya. The method of sampling used was incidental sampling with 100 respondents.The analysis methods used for the first and second purposes were descriptive, and the third purpose was with SEM-PLS analysis. The results of the study showed that cultural factors, personal factors, and psychological factors had a positive and significant effect on purchasing decisions, while social factors did not have a positive effect on purchasing ornamental plants in the Kayoon Surabaya Flower Market Keyword : Ornamental Plant, Consumer Behavior, Purchasing Decisions
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | H Social Sciences > HM Sociology S Agriculture > S Agriculture (General) S Agriculture > SB Plant culture |
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| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Britannia Abigail Rosalind | ||||||||||||
| Date Deposited: | 10 Aug 2023 06:57 | ||||||||||||
| Last Modified: | 10 Aug 2023 06:57 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/16765 |
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