RESPON KONSUMEN TERHADAP TANAMAN HIAS KOKEDAMA DI KOTA BATU (Studi Kasus CV. Bunga Melati Cti reative Kokedama)

Abstract

ABSTRACT

Consumer interest in ornamental plants in recent years has increased significantly, especially in ornamental flowers and cut flowers which still dominate consumer demand in Batu city. In contrast to flower ornamental plants and cut ornamental plants, leaf and stem ornamental plants are less attractive to consumers. many things are a factor in the lack of consumer interest in leaf and stem ornamental plants. one of them is the use of polybags that are less practical and less attractive in appearance. The lack of innovation in leaf and stem ornamental plants has led to a decrease in consumer interest in ornamental plants. One innovation that can be done is to replace the use of polybags using coconut fiber with the kokedama technique. Consumer response to kokedama ornamental plant products is very diverse, and most consumers are very interested because of their uniqueness. The purpose of this study is to determine the consumer response to kokedama ornamental plants and the factors that influence consumer decisions. This type of research is quantitative research with data analysis using SEM (Structural Equation Modeling) method. The sample of this study was taken by accidental sampling method with consideration of consumers who buy kokedama ornamental plants.

Keyword : Response; Consumer; Ornamental Plants; Kokedama.