UTPUTP
Journal of Rural and Urban Community StudiesJournal of Rural and Urban Community StudiesOrnamental plants encompass a wide array of plant species cultivated for their aesthetic beauty, resulting in diverse variations. Anthurium, known for its varied leaf patterns, presents an advantage in facilitating the creation of new hybrids. This study aims to identify and examine the characteristics of Anthurium ornamental plant consumers and analyze their satisfaction levels in Dusun Nglurah, Tawangmangu District, Karanganyar Regency. Employing a qualitative research method, this study utilized accidental sampling for data collection, incorporating both primary and secondary data sources through questionnaires and interviews. Findings reveal that the highest percentage of consumer satisfaction with Anthurium ornamental plants falls within the 20-30 age group (31%), predominantly comprising high school graduates (69%) employed as shop assistants, private sector employees, civil servants, farmers, or banking professionals (40%). Furthermore, 73% of consumers visit ornamental plant centers, with 67% citing plant variety as their primary purchase motivation. The majority of consumers (72%) purchase fewer than three plants, preferring a maximum price range of 0-5 million Indonesian Rupiah (IDR) (85%). Anthurium is the preferred plant species among consumers (53%), typically displayed in pots (WS = 0.84). Attributes such as rarity, uniqueness, variety, and price of the plants also scored a WS value of 0.84. Overall consumer satisfaction with Anthurium ornamental plants at the Ornamental Plant Center falls within the satisfied category, with a CSI value of 83.80%.
Based on the findings and analyses conducted regarding the CSI values in the Ornamental Plant Center, Tawangmangu District, it can be concluded that the majority of Anthurium ornamental plant consumers are aged between 20 and 30 years, with educational backgrounds ranging from high school to Bachelors degree.Consumer satisfaction levels with ornamental plants at the Ornamental Plant Center fall into the satisfied category with a CSI value of 83.Improving or enhancing the performance of Anthurium ornamental plant attributes is imperative, given its status as a primary priority for consumers purchasing Anthurium ornamental plants.
Penelitian lebih lanjut dapat dilakukan untuk mengeksplorasi pengaruh pemasaran digital dan media sosial terhadap keputusan pembelian Anthurium, mengingat meningkatnya penggunaan platform online oleh konsumen muda. Selain itu, studi komparatif dapat dilakukan dengan membandingkan tingkat kepuasan konsumen di berbagai pusat tanaman hias untuk mengidentifikasi praktik terbaik dan area yang perlu ditingkatkan. Terakhir, penelitian yang lebih mendalam mengenai preferensi konsumen terhadap varietas Anthurium hibrida baru, termasuk karakteristik genetik dan potensi pasar, dapat memberikan wawasan berharga bagi para pembudidaya dan penjual tanaman hias untuk mengembangkan produk yang lebih sesuai dengan permintaan pasar dan meningkatkan daya saing mereka. Penelitian-penelitian ini diharapkan dapat memberikan kontribusi signifikan dalam pengembangan industri tanaman hias di Indonesia, khususnya dalam meningkatkan kepuasan konsumen dan mendorong pertumbuhan ekonomi lokal.
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