Factors Influencing Consumer Behavior Towards Ornamental Plants Purchase Decisions (Case Study: Roni Flower in Rumbai District, Pekanbaru City)
DOI:
https://doi.org/10.30997/jagi.v12i1.24234Keywords:
Consumer behavior, purchase decision, ornamental plants, social factors, SEM-PLSAbstract
The growing popularity of ornamental plants has increased business opportunities in this sector, including at Roni Flower in Rumbai District, Pekanbaru City. However, business owners still face challenges in understanding the factors that influence consumers’ purchasing decisions for ornamental plants. A better understanding of consumer behavior is essential to develop more effective and targeted marketing strategies. This study aims to analyze the influence of cultural, social, personal, and psychological factors on consumers’ purchasing decisions for ornamental plants at Roni Flower. The research employed a quantitative approach using a survey method involving consumers who had previously purchased ornamental plants. Data were analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The results indicate that social and personal factors influence consumers’ purchasing decisions, while cultural and psychological factors do not significantly influence purchasing decisions. These findings suggest that consumers’ decisions to purchase ornamental plants are more strongly shaped by social interactions and personal characteristics, such as lifestyle and individual preferences, rather than by cultural values or internal psychological considerations. Based on these findings, ornamental plant businesses are encouraged to strengthen marketing strategies that leverage social influence, such as utilizing social media, collaborating with plant enthusiast communities, and organizing educational activities related to ornamental plant care. In addition, business owners should align their products with consumers’ preferences and lifestyles to enhance product attractiveness and sustain market demand.
References
Adhim, C. (2020). Analisis faktor budaya, sosial, pribadi dan psikologis terhadap perilaku konsumen dalam keputusan pembelian pada Butik Yulia Grace. Jurnal Pendidikan Tambusai, 4(1), 239–247.
Butt, M., & Park, S. (2024). The influence of cultural and social factors on education in Pakistan. International Journal of Academic Research in Progressive Education and Development, 13(2), 72–81.
Dora, Y. M., & Wibowo, A. R. (2023). Analisis faktor-faktor yang mempengaruhi perilaku konsumen terhadap keputusan pembelian sepeda motor merek Honda. Jurnal Ilmiah Ilmu Pendidikan, 6(1), 656–663.
Fauzia, L., Siregar, R. G., Jufri, M., Darus, M. B., & Pebriyani, D. (2023). Analysis of consumer preference for purchasing ornamental plants. International Journal of Research and Review, 10(2), 596–601.
Ghozali, I., & Latan, H. (2019). Partial least squares: Konsep, teknik, dan aplikasi menggunakan program SmartPLS 3.0 (2nd ed.). Badan Penerbit Universitas Diponegoro.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage Publications.
Hamidah, N., & Yaman, M. A. (2023). Faktor-faktor yang mempengaruhi pertumbuhan tanaman hias pada lingkungan perkotaan. Jurnal Hortikultura Indonesia, 14(2), 85–93.
Hasanah, N. (2017). Analisis perilaku konsumen dalam pengambilan keputusan pembelian produk. Jurnal Manajemen dan Bisnis, 5(1), 45–53.
Imam, M., Mamilianti, W., & Komarudin, N. A. (2024). Analysis of consumer decisions in purchasing potted decorative flowers in Batu City. Journal of Agricultural Socio-Economics, 5(2), 76–84.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.
Lestary, D., Prasetyo, A., & Wibowo, S. (2023). Peran tanaman hias dalam meningkatkan nilai ekonomi rumah tangga perkotaan. Jurnal Agribisnis Indonesia, 11(2), 134–143.
Nafali, M., & Soepeno, D. (2016). Analisis pengaruh faktor-faktor perilaku konsumen terhadap keputusan pembelian makanan mie instan merek Indomie. Jurnal EMBA, 4(4), 984–992.
Natasya, E., & Andhaniwati, E. (2023). Pengaruh kepuasan wajib pajak terhadap kepatuhan wajib pajak kendaraan bermotor. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 1128–1139.
Oktaviani, C., Mahmud, M., Anomsari, A., & Setiawan, A. (2024). Pengaruh karakteristik pengguna media sosial, e-WOM, dan kepercayaan terhadap keputusan pembelian pengguna produk perawatan kulit merek Skintific. Journal of Social Science Research, 4(1), 9761–9775.
Rahman, R., Kondoy, E., & Hasrin, A. (2020). Penggunaan aplikasi Quizizz sebagai media pemberian kuis dalam meningkatkan motivasi belajar mahasiswa. Jurnal Ilmu Sosial dan Pendidikan, 4(3), 60–66. https://doi.org/10.58258/jisip.v4i3.1161
Rosalind, B. A., Hendrarini, H., & Syah, M. A. (2023). Analysis of consumer behavior toward purchase decisions of ornamental plants at the Kayoon Flower Market Surabaya. Journal of Economics, Finance and Management Studies, 6(7).
Saputri, M. E. (2016). Pengaruh perilaku konsumen terhadap pembelian online produk fashion pada Zalora Indonesia. Jurnal Sosioteknologi, 15(2), 291–297.
Sari, A. D. A., Soedarto, T., & Wijayati, P. D. (2023). Analysis of consumer attitudes and preferences towards ornamental plants. International Journal of Economics, Business and Accounting Research, 7(4).
Sari, P. K., Rosanti, D., & Putri, Y. P. (2022). Karakteristik tanaman hias pekarangan rumah di Kelurahan Plaju Ulu Kota Palembang. Indobiosains, 4(1), 15–22.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer behavior (12th ed.). Pearson Education.
Siregar, W. (2023). Analisis perilaku konsumen dalam transaksi di e-commerce. Indonesian Journal of Computer Science, 12(6), 1120–1130.
Shabrini, A. P. (2022). Pengaruh faktor budaya, sosial, pribadi dan psikologi terhadap pengambilan keputusan pembelian tanaman hias secara online di Desa Karang Satria, Tambun Utara, Bekasi (Bachelor’s thesis). UIN Syarif Hidayatullah Jakarta.
Solomon, M. R. (2020). Consumer behavior: Buying, having, and being (13th ed.). Pearson.
Syarifah, S., Mananeke, L., & Rotinsulu, J. J. (2017). Pengaruh faktor-faktor perilaku konsumen terhadap keputusan pembelian produk pada Holland Bakery Manado. Jurnal EMBA, 5(2), 245–255.
Tandra, H., Putra, R., & Lestari, S. (2023). Consumer behavior in horticultural product purchasing decisions in urban areas. Journal of Agribusiness Studies, 12(1), 45–56.
Palma, M. A., Hall, C. R., & Collart, A. J. (2011). Repeat buying behavior for ornamental plants: A consumer profile. Journal of Food Distribution Research, 42(2), 67–77.
Putri, A. D., Rahmawati, S., & Nugroho, A. (2022). Lifestyle and consumer preference toward ornamental plants purchasing decisions. International Journal of Agricultural Economics, 7(3), 120–128.
Rahmawati, S., & Sari, N. (2021). Social influence on consumer decision making in horticulture products. Journal of Agricultural Marketing, 9(2), 55–63.
Yodfiatfinda, A., & Rahayu, S. (2024). Consumer behavior analysis in ornamental plant purchasing decisions in South Jakarta. Journal of Agribusiness and Consumer Studies, 8(1), 34–44.
Zumara, A. (2022). Pengaruh faktor budaya dan sosial terhadap keputusan pembelian tanaman hias di Galeri Hejo. Jurnal Agribisnis Nusantara, 10(2), 89–98.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal AgribiSains
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with Jurnal AgribiSains agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution Share-Alike 4.0 International License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in Jurnal AgribiSains.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in Jurnal AgribiSains.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
