Laia, Rawati (2023) Faktor Yang Menentukan Keputusan Konsumen Dalam Pembelian Tanaman Hias Aglonema Pada Usaha Mica Flowers Di Kecamatan Marpoyan Damai Kota Pekanbaru Provinsi Riau. Other thesis, Universitas Islam Riau.

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Abstract

Factors Determining Consumer Decisions in Purchasing Aglonema Ornamental Plants in the Mica Flowers Business in Marpoyan Damai District, Pekanbaru City, Riau Province, supervised by Dr. Fahrial, SP., SE., ME Consumer decisions are actions of consumers to buy or not to a product, which is influenced by several factors. This study aims to identify: (1) Consumer characteristics, traders and business profiles, (2) Dominant factors that determine consumer decisions, and (3) Marketing strategies for Aglonema ornamental plants in the Mica Flowers business in Marpoyan Damai District, Pekanbaru City, Riau Province. The location was chosen deliberately taking into account that this place of business had been running for about 20 years, cultivated its own ornamental plants and had lots of visitors. The method of determining the sample using the accidental sampling technique, the respondents were 60 respondents who bought ornamental plants at Mica Flowers where the research was carried out. The type of data used is primary and secondary data. The analytical tools used are descriptive analysis and factor analysis. Data processing using Microsoft Excel and the SPSS program. Based on the research results it is known (1) the characteristics of consumers of ornamental plants Aglonema are mostly female as much as 83.33%, aged 31-35 years, the percentage is 35% and the average age is 33.63 years, the average education is 12.05 years as much as 43.33%, with a job as a housewife as much as 36.67%, and with an average income of Rp. 3,900,000/month. The characteristics of the Aglonema ornamental plant trader are female, 53 years old, Diploma educated, with income > Rp. 5,500,000 per month. Mica Flowers business profile is located on Jl. Gen. Sudirman, Sidomulyo Timur Village, Marpoyan Damai District, Pekanbaru City, with an area of 900 m^2, with own capital and 2 workers. (2) The dominant factors that determine consumer decisions in buying Aglonema ornamental plants at Mica Flowers are: kiosk display (physical evidence), various types of Aglonema choices (products), ease of access to kiosks (place), seller friendliness (people), Aglonema colors (product), and flower arrangements (physical evidence, (3) The marketing strategy for Aglonema ornamental plants is to prioritize the dominant factors that determine consumer purchasing decisions.

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