ANALYSIS OF CONSUMER DECISIONS IN PURCHASING POTTED DECORATIVE FLOWERS IN BATU CITY

As people's income increases, demand for decorative flowers increases from year to year. Batu City is one of the production centers for decorative flowers and sales are quite high considering that Batu City is also a tourist city. Many tourists or visitors deliberately come to Batu city to enjoy the beauty of flowers and buy them. The problem is how consumers make purchasing decisions regarding the purchase of decorative flowers. While research has identified personal, cultural, and psychological factors as determinants of potted flower purchase decisions, there is still a gap in exploring the role of digital marketing strategies and long-term consumer preferences in driving purchase loyalty. The aim of the research is to identify the characteristics of decorative flower consumers and analyze the factors that influence decorative flower purchasing decisions. The decorative flowers in this study are specifically decorative flowers in pots. The research location is in Bumiaji District, Batu City with a sample size of 100 people. The analysis method uses Logit model regression. The results of the research show that the characteristics of consumers of decorative potted flowers are dominated by women (69%), with an age range of 17 – 30 years, high school education level or above and income above IDR 3,000,000 per month. The factors that influence the decision to purchase potted ornamental flowers are personal factors, cultural factors, psychological factors, while social factors have no influence on the decision to purchase potted ornamental flowers. In order for the purchase of decorative potted flowers to continue to increase, companies or shops of decorative potted flowers should maintain, pay attention to and develop the promotion, quality and durability of these decorative potted flowers.