FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM PEMBELIAN TANAMAN AGLONEMA DI UD. MITRA FLORA NUSANTARA KOTA BATU

UD Mitra Flora Nusantara is one of the business entities in Batu City which operates in the cultivation of ornamental plants which includes the process of seeding, care and marketing. One of the ornamental plants found at UD Mitra Flora Nusantara is Aglonema. In the Aglonema plant business, of course there are several important things that every business actor needs to know, one of which is considering the factors that can influence consumer purchasing decisions on Aglonema plants. Therefore, this research was conducted with the aim of describing and also analyzing factors that are thought to influence consumer purchasing decisions on Aglonema plants in the form of variant factors, location, service quality, price and display. A total of 100 respondents were obtained using the Accidental Sampling technique by referring to the sample size provisions based on the Hair formula. Data was obtained from filling out questionnaires, observation and documentation. The data analysis method in this research uses SEM-PLS V.4 software. The researchers processed the resulting data descriptively to explain the description of the results and the influence of the variable X being studied on the research variable Y. The results of the first research show that there are 13 variants of Aglonema plants, with access to wide and smooth locations, and good service quality based on the seller's knowledge of Aglonema plant products, as well as affordable prices compared to competitors' prices, and have implemented display techniques that make it easier for consumers to see and pick up Aglaonema plant products. The second result shows that there is a significant influence on the variables variant, location, service quality, price and display on the decision to purchase Aglonema ornamental plants at UD Mitra Flora Nusantara Batu.