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All Journal Jurnal Ekonomi dan Manajemen (JEKMA)
Luh Gede Putri Kusuma Pekerti
Universitas Triatma Mulya, Jembrana
Economics, Econometrics & Finance

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PENGARUH LOKASI USAHA, EVENT KHUSUS, DAN PERILAKU KONSUMEN TERHADAP MINAT PELANGGAN PADA UMKM TOKO BUKET AMARANTA FLOWERS DI DESA PERGUNG, JEMBRANA Berty Septya Ayu Devi; Putu Lidia Marini; Luh Gede Putri Kusuma Pekerti
Jurnal Ekonomi dan Manajemen Vol. 5 No. 2 (2026): Juni: Jurnal ekonomi dan Manajemen
Publisher : Asosiasi Dosen Muda Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56127/jekma.v5i2.2828

Abstract

This study aims to analyze the influence of business location, special events, and consumer behavior on customer interest at Amaranta Flowers Bouquet Shop MSMEs in Pergung Village, Jembrana. The research employed a quantitative approach with an explanatory research design. Data were collected through observation, interviews, and questionnaires distributed to Amaranta Flowers customers using a saturated sampling technique. Data analysis was conducted using multiple linear regression, t-test, F-test, and coefficient of determination. The results indicate that business location, special events, and consumer behavior have a positive and significant partial effect on customer interest. Simultaneously, these three variables also have a positive and significant effect on customer interest. These findings suggest that a strategic location, attractive events, and positive consumer behavior are important factors in increasing customer interest in florist businesses.
Co-Authors Berty Septya Ayu Devi Putu Lidia Marini