FAKTOR-FAKTOR YANG MEMPENGARUHI PERMINTAAN TANAMAN HIAS DI DEWI FLOWER CURUP KABUPATEN REJANG

Abstract

This research aims to find out what factors influence the demand for ornamental plants in Dewi Flower Curup, Rejang Lebong Regency, which was carried out from May to June 2024. This research has 3 variables, namely Total Purchases, Consumer Income and Consumer Taste. The method for determining respondents used was Accidental Sampling with a total respondent population of 40 respondents. The data analysis used is multiple linear regression analysis with the help of SPSS software. From the research results based on the F Test Calculations show that the variables total purchases, consumer income and consumer tastes have a significant effect on demand for ornamental plants. Based on Ujit, partially the total purchase variable has a significant effect on the demand for ornamental plants with a t-count value of 2.052 and partially the consumer taste variable has a significant effect on the demand for ornamental plants with a t-count value of 2.824. Meanwhile, the consumer income variable has no effect on demand for ornamental plants, showing a t-value of 0.716. The research was carried out from May to June 2024 at Dewi Flower, which is located in Jin.S.Sukawati, Talang Rimbo Lama Village, Curup Tengah District, Rejang Lebong Regency, with the consideration that Dewi Flower is a growing and productive horticultural agricultural business in Rejang Lebong Regency.