ANALYZING INFLUENCE FACTORS OF PURCHASING BEHAVIOR TOWARDS HOUSEPLANT SELLING PRODUCT
Houseplant became a popular trend, particularly during the lockdown. People are more interested in house plants than ever before. And those who had never planted before or who considered themselves to be "less gardeny" gradually began to do so. This phenomenon allows Tanna Grow, a housepla...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/57251 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | Houseplant became a popular trend, particularly during the lockdown. People are more interested in house plants than ever before. And those who had never planted before or who considered themselves to be "less gardeny" gradually began to do so. This phenomenon allows Tanna Grow, a houseplant startup based in Bandung, to enter the industry and get a prospective market in order to enhance their houseplant and related sales. Tanna Grow has been facing sales issues that report highlighted that sales have not met the predetermined sales figures and the majority of buyers are not from the intended target. The researcher wants to know the customer purchasing behavior from the houseplant consumer. This research aims to identify the factors of consumer purchasing behavior forming the buying decisions and the recommendation to improve marketing in the houseplant industry. This research is a quantitative approach with PLS-SEM as a data processing technique to analyze the relationship of customer preference, customer experience, and customer expectation. The data was collected from 223 respondents who live in Bandung and Jabodetabek areas aged 25 to 60 years, which were obtained through an online questionnaire. The findings show that customer preference can influence their desire for that particular product or service in purchasing behavior and expectation drives the control of purchasing behavior by way of a pivotal role. While heavy consumers in this houseplant industry may prefer to ignore and turn back experience in their behavior of purchasing plants. The result indicates customer purchasing behavior in the houseplant industry begins from their knowledge about houseplants, sources they got the knowledge about the plants, then their expectation about plants reinforces the purchasing behavior without weighted by their experience and it is recommended to have to understand their way of pricing, product promotion and advertising, and also customer’s feedback and preference in order to improve the marketing in the houseplant industry. |
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