| dc.description.abstract | This research was guided by the chairman of the
supervisory commission, Mr. Dr. Rulianda P. Wibowo SP, M.Ec and members of the
supervisory commission Mrs. Siti Khadijah H. Nasution SP, M.Si.
This study aims to determine the preferences of consumers who buy flower bouquets
and flower arrangements in Medan City and determine the product attributes
considered by consumers in buying flower bouquets and flower arrangements in
Medan City. The research was conducted purposively with accidental sampling
method with a total sample size of 100. To determine the characteristics of
consumers used descriptive analysis. Meanwhile, to determine consumer
preferences, conjoint analysis is used to analyze consumer decisions in choosing
attributes. For the results obtained from conjoint analysis is utility value to know
the attributes that become consumer favorites and importance value to know the
order of importance of each attribute. The results of the analysis obtained on the
flower bouquet attribute in the form of utility value are medium size, 3 color
variations, lily flower type, balloon accessories, mixed packaging motif
combinations, and long-lasting aroma. Whereas for flower arrangements are large
arrangement sizes, types of basket flower arrangements, color variations of 3
colors, types of chrysanthemums and mixed flowers, doll accessories, and longlasting
aroma. Meanwhile, the importance value of a flower bouquet is the size,
color variation, combination of packaging motifs, type of flowers, accessories, and aroma. For the importance value of flower arrangements are the size of the
arrangement, color variations, accessories, type of flowers, aroma, and type of
arrangement. | en_US |
