FAKTOR YANG MEMPENGARUHI KEPUASAN KONSUMEN DALAM PEMBELIAN TANAMAN HIAS DI ATHA FLORA KOTA BARU

Abstract

Abstract

Ornamental plants are horticultural commodities that are cultivated to enjoy their beauty. The advantage of ornamental plants is that they can increase employment prospects and become a source of income for farmers and ornamental plant traders. The aim of this research is to determine the factors that influence consumer satisfaction and the dominant factors that influence consumer satisfaction. This research was conducted in January 2024 at Atha Flora, whose address is Jalan Anggrek, Banaran Bumiaji Village, with the consideration that Atha Flora has the highest number of types of waste plants on average in the Banaran Bumiaji Village area compared to those in other areas. The sampling technique used in this research was accidental sampling. The respondents used were 85 respondents who were consumers of ornamental plants. The data analysis method used is the SEM method with SmartPLS. Based on the results of research analysis conducted, the factors that influence consumer satisfaction in purchasing ornamental plants at Atha Flora Batu are price and service quality, while the factors that do not influence consumer satisfaction in purchasing ornamental plants at Atha Flora Batu are product quality. The dominant factor that influences consumer satisfaction in purchasing ornamental plants at Atha Flora Batu is service quality.

Keywords: Ornamental Plants, Consumer Satisfaction, SEM