Rachmawati, Silviya (2021) TANAMAN HIAS MONSTERA DALAM PERSPEKTIF KONSUMEN. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The purpose of this research is 1.) Analyze consumer’s perceptions of Monstera ornamental plants , 2.) Analyze the dominant factors that influence consumers to buy Monstera ornamental plants , 3.) Know the segmentation, target, and market position of Monstera ornamental plants , 4.) Know the prospective business of Monstera ornamental plants according to consumers. The research method used a questionnaire with a total of 100 respondents. The analytical tools used are Importance Performance Analysis and Customer Satisfaction Index as well as Factor Analysis with Principal Component Analysis (Principal Component Analysis ) and descriptive analysis. The results of this research is between importance dan performance of product attributes , showing that there are three product attributes that considered important and need to be improved, and eight attributes that have good performance and must be maintained. Consumers feel "very satisfied" (CSI is 85%) with the performance of Monstera ornamental plant product attributes . Dominant factors influencing the purchase decision of Monstera are Social Class Factors, Surrounding Environmental Factors, Belief Factors, and Lifestyle Factors. Segment that can be targeted for Monstera ornamental plant consumers is dominated by consumers aged over 26 years, male, with a bachelor's degree in education and working as entrepreneurs and earning above 4.2 million. The majority of consumers consider that Monstera ornamental plants are only seasonal and have no prospects if they are made into a sustainable business. Keywords: Monstera , Performance, Importance, Satisfaction, Principal Components, Prospective
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Subjects: | S Agriculture > SD Forestry | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Silviya Rachmawati | ||||||||||||
| Date Deposited: | 18 Jan 2022 01:33 | ||||||||||||
| Last Modified: | 18 Jan 2022 01:33 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/4320 |
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