| dc.description.abstract | Indonesia is an agricultural country, which means that agriculture plays a role in the national economy. This is shown by the large number of residents and workers who live and depend on the agricultural sector. One of the leading subsectors is horticulture. The horticulture subsector consists of fruits, vegetables, ornamental plants and medicinal plants which have great potential to be developed as a source of national income. The objectives of this research are: 1) To analyze consumer preferences for chrysanthemum flower attributes; 2) To determine the order of product attributes of chrysanthemum flowers based on the level of importance of consumer preferences. The method used in this research is the Traditional Conjoint method, namely looking at the utility value of each sub-attribute. The results of the combination of chrysanthemum flower attributes that influence consumer preferences for chrysanthemums are the combination of chrysanthemum flowers with yellow flower attributes, spray flower shape, medium flower size, appearance of blooming flowers, long-lasting flower freshness, and flower price < Rp. 5000/stem, and The order of chrysanthemum flower attributes that are the main considerations for consumers based on importance value from highest to lowest is freshness, size, color, appearance, price and shape. | en_US |
