Perilaku Konsumen pada Keputusan Pembelian Tanaman Hias di Jakarta Selatan
This research analyzes consumer behavior and its impact on the purchase decisions of ornamental plants at Taman Anggrek Ragunan, South Jakarta. The Taman Anggrek Ragunan is the largest ornamental center in Jakarta. During the COVID-19 pandemic, demand for ornamental plants at Taman Anggrek Ragunan...
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| Format: | Article |
| Language: | English |
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Bogor Agricultural University
2024-01-01
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| Series: | Jurnal Ilmu Pertanian Indonesia |
| Online Access: | https://journal.ipb.ac.id/index.php/JIPI/article/view/48414 |
| _version_ | 1797258618706329600 |
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| author | Yodfiatfinda Yodfiatfinda Anggun Wulan Rahayu |
| author_facet | Yodfiatfinda Yodfiatfinda Anggun Wulan Rahayu |
| author_sort | Yodfiatfinda Yodfiatfinda |
| collection | DOAJ |
| description |
This research analyzes consumer behavior and its impact on the purchase decisions of ornamental plants at Taman Anggrek Ragunan, South Jakarta. The Taman Anggrek Ragunan is the largest ornamental center in Jakarta. During the COVID-19 pandemic, demand for ornamental plants at Taman Anggrek Ragunan decreased by 50%. This research aims to determine the characteristics of ornamental plant consumers and analyze consumer behavior and its impact on purchase decisions of ornamental plants at Taman Anggrek Ragunan, South Jakarta. Respondents in this research were ornamental plant consumers who made purchases at Taman Anggrek Ragunan and were selected using a non-purposive sampling technique. The data used in this research comprises primary data and secondary data. For qualitative data, we convert it using a Likert scale to be analyzed quantitatively. The data analysis method uses multiple linear regressions. The results of the research show that the factors that have a significant impact on the decision to purchase ornamental plants at Taman Anggrek Ragunan, South Jakarta, are personal factors and psychological factors, while social factors and cultural factors do not have a significant impact. Personal and cultural factors have more influence on purchasing decisions for male respondents than female respondents. The four variables influence respondents with a high school education level more than undergraduates. Meanwhile, based on income level, the influence of the variable is stronger for respondents with an IDR 4 million or less income.
Keywords: consumer behavior, multiple linear regression, ornamental plants, purchasing decisions
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| first_indexed | 2024-04-24T22:56:24Z |
| format | Article |
| id | doaj.art-c7cc0475a9fb423ba7ab5962fcf1f104 |
| institution | Directory Open Access Journal |
| issn | 0853-4217 2443-3462 |
| language | English |
| last_indexed | 2024-04-24T22:56:24Z |
| publishDate | 2024-01-01 |
| publisher | Bogor Agricultural University |
| record_format | Article |
| series | Jurnal Ilmu Pertanian Indonesia |
| spelling | doaj.art-c7cc0475a9fb423ba7ab5962fcf1f1042024-03-18T05:47:02ZengBogor Agricultural UniversityJurnal Ilmu Pertanian Indonesia0853-42172443-34622024-01-0129210.18343/jipi.29.2.196Perilaku Konsumen pada Keputusan Pembelian Tanaman Hias di Jakarta SelatanYodfiatfinda Yodfiatfinda0Anggun Wulan Rahayu1Program Studi Agribisnis, Fakultas Sains Teknik dan Desain, Universitas Trilogi, Jl. Raya Kalibata No. 1 Jakarta Selatan 12760Program Studi Agribisnis, Fakultas Sains Teknik dan Desain, Universitas Trilogi, Jl. Raya Kalibata No. 1 Jakarta Selatan 12760 This research analyzes consumer behavior and its impact on the purchase decisions of ornamental plants at Taman Anggrek Ragunan, South Jakarta. The Taman Anggrek Ragunan is the largest ornamental center in Jakarta. During the COVID-19 pandemic, demand for ornamental plants at Taman Anggrek Ragunan decreased by 50%. This research aims to determine the characteristics of ornamental plant consumers and analyze consumer behavior and its impact on purchase decisions of ornamental plants at Taman Anggrek Ragunan, South Jakarta. Respondents in this research were ornamental plant consumers who made purchases at Taman Anggrek Ragunan and were selected using a non-purposive sampling technique. The data used in this research comprises primary data and secondary data. For qualitative data, we convert it using a Likert scale to be analyzed quantitatively. The data analysis method uses multiple linear regressions. The results of the research show that the factors that have a significant impact on the decision to purchase ornamental plants at Taman Anggrek Ragunan, South Jakarta, are personal factors and psychological factors, while social factors and cultural factors do not have a significant impact. Personal and cultural factors have more influence on purchasing decisions for male respondents than female respondents. The four variables influence respondents with a high school education level more than undergraduates. Meanwhile, based on income level, the influence of the variable is stronger for respondents with an IDR 4 million or less income. Keywords: consumer behavior, multiple linear regression, ornamental plants, purchasing decisions https://journal.ipb.ac.id/index.php/JIPI/article/view/48414 |
| spellingShingle | Yodfiatfinda Yodfiatfinda Anggun Wulan Rahayu Perilaku Konsumen pada Keputusan Pembelian Tanaman Hias di Jakarta Selatan Jurnal Ilmu Pertanian Indonesia |
| title | Perilaku Konsumen pada Keputusan Pembelian Tanaman Hias di Jakarta Selatan |
| title_full | Perilaku Konsumen pada Keputusan Pembelian Tanaman Hias di Jakarta Selatan |
| title_fullStr | Perilaku Konsumen pada Keputusan Pembelian Tanaman Hias di Jakarta Selatan |
| title_full_unstemmed | Perilaku Konsumen pada Keputusan Pembelian Tanaman Hias di Jakarta Selatan |
| title_short | Perilaku Konsumen pada Keputusan Pembelian Tanaman Hias di Jakarta Selatan |
| title_sort | perilaku konsumen pada keputusan pembelian tanaman hias di jakarta selatan |
| url | https://journal.ipb.ac.id/index.php/JIPI/article/view/48414 |
| work_keys_str_mv | AT yodfiatfindayodfiatfinda perilakukonsumenpadakeputusanpembeliantanamanhiasdijakartaselatan AT anggunwulanrahayu perilakukonsumenpadakeputusanpembeliantanamanhiasdijakartaselatan |