<![CDATA[ABSTRAKPenelitian ini bertujuan untuk mengetahui factor-faktor yang mempengaruhi perilaku konsumen saat membeli tanaman hias secara online di Kota Kendari. Penelitian dilakukan pada bulan Mei dan Juni 2022. Purposive sampling digunakan untuk menentukan sampel penelitian menggunakan metode pengambilan sampel non-probabilistik (non-probability selection), dengan syarat partisipan harus berdomisili di Kota Kendari dan telah melakukan minimal tiga pembelian toko tanaman online. Analisis regresi linier berganda digunakan dalam analisis data penelitian ini. Beberapa variabel independen atau prediktor termasuk dalam model regresi linier berganda. Hasil penelitian menunjukkan bahwa, di antara lima faktor independen dalam penelitian ini, hanya variabel perilaku konsumen yang berpengaruh signifikan terhadap variabel pengambilan keputusan.Kata kunci: Perilaku Konsumen; Pengambilan Keputusan; Belanja Online ABSTRACTThis study aims to identify the variables that affect customer behavior when buying decorative plants online in Kendari City. The study was carried out in May and June 2022. Purposive sampling was utilized to determine the study's sample using a non-probabilistic sampling method (non-probability selection), with the caveats that participants had to live in Kendari City and had made at least three purchases online plant store. Multiple linear regression analysis was employed in this study's data analysis. Multiple independent variables or predictors are included in a multiple linear regression model. The results showed that, among the five independent factors in this research, only the consumer behavior variable significantly influenced the decision-making variables.Keywords: consumer behavior; decision making; online shopping]]>
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