Puspitasari, Riska Dwi (2022) Analisis Preferensi Konsumen Dan Proses Keputusan Pembelian Terhadap Atribut Produk Rangkaian Buket Bunga Potong (Studi Kasus : Toko Bunga Citra Florist Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Indonesia's abundant natural resources have the potential to be developed, especially in the horticulture sub-sector, one of which is ornamental plants. Floriculture is a part of horticultural products which also has good potential to be developed because it is felt to have a significant commercial opportunity and can contribute to increasing the income of ornamental plant farmers. The high demand for ornamental plants especially cut flowers, has led to cut flower businesses on various scales business is growing. However, the many kinds of cut flowers that exist certainly affect consumer tastes which can be considered by producers in determining the ideal product attributes. Therefore, the purpose of this study was to determine the characteristics and preferences of consumers for the combination of product attributes of a bouquet of cut flowers at Citra Florist Surabaya Flower Shop. In this study the Fishbein method was used assisted by descriptive analysis with 40 vulnerable respondents aged 17 years and over. From this study, it resulted in a conclusion that the consumers of flower bouquets in this shop were teenage girls and the color of the flowers was the attribute that had the highest consumer attitude value. And the preference of the flower bouquet consumers in this store is red roses.
| Item Type: | Thesis (Undergraduate) | ||||||||||||
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| Contributors: |
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Riska Dwi Puspitasari | ||||||||||||
| Date Deposited: | 13 Jan 2023 02:23 | ||||||||||||
| Last Modified: | 13 Jan 2023 02:23 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/10859 |
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