Pengaruh Faktor Sosial, Budaya, Pribadi dan Psikologis Terhadap Keputusan Konsumen dalam Pembelian Bunga Potong (Studi Kasus Pondok Lily Rawa Belong, Jakarta Barat)

Abstract

The objectives of this study were to: (1) know the characteristics of consumers; (2) determine how much influence social, cultural, personal and psychological factors (each factor) had on consumer purchasing decisions; and (3) determine how much influence the four factors above (collectively) had on the consumer purchasing decisions of cut flowers at Pondok Lily. The results of this study were: 1) The consumers of Pondok Lily’s cut flowers were dominated by women aged 20-30 years. Consumers aged 20-30 years represented 42.8%, female represented 67.2%, college graduates represented 65.7%, private company employees represented 51.4%, and income earners of above Rp 5,000,000 represented 40.1% of the population; 2) Social factors had no significant effect on the decision to purchase cut flowers at Pondok Lily. This was because consumers already had experience in buying cut flowers and the availability of online information reduced social interactions. Cultural factors also did not have a significant influence on the decision to buy cut flowers at Pondok Lily, especially because of the lack of habit of using cut flowers on religious events and holidays and the low popularity of special days in their culture. Personal and psychological factors had a significant impact on consumer purchasing decisions of cut flowers at Pondok Lily; 3) Social, cultural, personal, and psychological factors together had a significant effect on the decision to buy cut flowers at Pondok Lily, which represented 45.1% of the decision process.

Keywords: cut flowers, consumer purchasing decisions, the influence of personal psychological socio-cultural factors, multiple linear regression.

ABSTRAK

Tujuan penelitian ini adalah untuk: (1) mengetahui karakteristik konsumen; (2) mengetahui seberapa besar pengaruh faktor sosial, budaya, pribadi dan psikologis (masing-masing faktor) terhadap keputusan pembelian konsumen; dan (3) mengetahui seberapa besar pengaruh keempat faktor di atas (secara bersama-sama) terhadap keputusan pembelian konsumen bunga potong di Pondok Lily. Hasil penelitian ini yaitu: 1) Konsumen bunga potong Pondok Lily didominasi oleh wanita berusia 20-30 tahun. Konsumen berusia 20-30 tahun mewakili 42,8%, berjenis kelamin perempuan mewakili 67,2%, berpendidikan akhir perguruan tinggi mewakili 65,7%, berprofesi sebagai karyawan swasta mewakili 51,4%, dan berpendapatan  >   R p  5.000.000 mewakili 40,1% populasi; 2) Faktor sosial tidak berpengaruh signifikan terhadap keputusan pembelian bunga potong di Pondok Lily. Hal ini karena konsumen sudah memiliki pengalaman membeli bunga potong dan tersedianya informasi online yang mengurangi interaksi sosial. Faktor budaya juga tidak berpengaruh signifikan terhadap keputusan pembelian bunga potong di Pondok Lily, terutama karena minimnya kebiasaan menggunakan bunga potong pada acara keagamaan dan hari besar, dan belum membudayanya hari-hari khusus di kalangan mereka. Faktor pribadi dan psikologis berpengaruh signifikan terhadap keputusan pembelian konsumen bunga potong di Pondok Lily; 3) Faktor sosial, budaya, pribadi, dan psikologis secara bersama-sama berpengaruh nyata terhadap keputusan pembelian bunga potong di Pondok Lily, yaitu sebesar 45,1%.

Kata kunci: bunga potong, keputusan pembelian konsumen, pengaruh faktor sosial budaya pribadi psikologis, regresi linear berganda.