Analysis of Consumer Behavior to Purchase Decisions of ornamental Plants at The Kayoon Surabaya Flower Market

Abstract

The growing ornamental plant business in Surabaya makes consumers increasingly consider their best choices when deciding to buy, therefore business operators must be able to understand consumer behavior well. This study aims to find out the characteristics of consumers, purchase decision-making processes, and factor factors influencing ornamental plant purchase decision-making at the Kayoon Surabaya Flower Market. This study was conducted at the Kayoon Flower Market in Surabaya. The method of sampling incidentally sampling with 100 respondents. Collection of primary data by a assisted interview using questionnaires. The analysis methods used for the first and second purposes are descriptive, and the third purpose 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