| dc.description.abstract | One way to develop an ornamental plant business is to cultivate or sell orchids. The high diversity of orchid species provides the possibility of producing various types of orchids both as cut flowers and as flowering ornamental plants. Even though production has decreased, demand for orchids is still quite large, which is the basis for interest in conducting this research. The aims of this research are (1) analyzing the process in making decisions to purchase orchids at the research location, (2) analyzing cultural factors, social factors, personal factors, and psychological factors in making decisions to purchase orchids at the research location and (3) analyzing how they influence marketing mix in orchid purchasing decisions at the research location. By using the accidental sampling method. The data analysis methods used are the descriptive method and factor analysis, namely testing the correlation between variables using the Bartlett's Test of Sphericity method and the Keiser Meyer Olkin Measure of Sampling Adequancy (KMO-MSA) measurement. The results of this test show that there are 8 variables included in the first factor, 7 variables included in the 2nd factor, 3 variables included in the 3rd factor, 2 variables included in the 4th factor, 2 variables included in the 5th factor, 3 variables entered into the 6th factor, 3 variables entered into the 7th factor, and 1 variable each entered into the 8th and 9th factors. Diagonal Factor shows that there are 3 factors that have values above 0.5 which are will represent 9 factors. | en_US |
