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AUTHOR(S): Nurul Fathin Siregar, Satia Negara Lubis, Sinar Indra Kesuma
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ABSTRACT The purpose of this research was to examine the process of making purchasing decisions for ornamental plants and the factors that are most closely related to purchasing decisions for ornamental plants. The research was conducted using a survey method in Bangun Sari Village Sub-district of Tanjung Morawa District of Deli Serdang Regency. The research location was chosen deliberately with the consideration that the area is known as a center area for nurseries and horticultural crops. The method of determining the sample uses a non-probability sampling technique. The research sample was 50 respondents who bought ornamental plants in the research area. The research data which consists of the decision making process and the factors that are most closely related to the purchase decision of ornamental plants were collected by means of interviews using a questionnaire. Descriptive qualitative data analysis and quantitative statistics were carried out by using validity and reliability tests and factor analysis. The results showed that the process of purchasing decisions for ornamental plants by consumers through the stages of introduction needs, information searching, alternative evaluation, purchase decision and post-purchase evaluation. There are two factors that influence the decision to buy ornamental plants by consumers, namely the first component is product factor (price, comfortable place, and center of ornamental plants production), and the second component is lifestyle factors (others influence and trend). |
KEYWORDS ornamental plants, consumer behavior, factor analysis, purchase decisions |
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Cite this paper Nurul Fathin Siregar, Satia Negara Lubis, Sinar Indra Kesuma. (2021) Analysis of Consumer Behavior to Purchase Decisions of Ornamental Plants (Case study: Bangun Sari village Sub-district of Tanjung Morawa Deli Serdang regency). International Journal of Agricultural Science, 6, 151-156 |
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