<![CDATA[This research aims to determine the combination of attributes that are most popular with consumers of cut roses in the city of Surakarta. The research was conducted at several traditional markets, flower shops and florists in the city of Surakarta in August - September 2023. The research used survey, interview and questionnaire methods with 100 respondents as consumers of cut roses, and sampling was carried out by accident. Research data was analyzed quantitatively and descriptively. The research results showed that the highest attribute importance value was color at 31%, followed by the aroma attribute at 30%, stem length at 21%, and stem stiffness at 16%. The combination of attributes most preferred by consumers when buying cut roses is red, strong scent, long stem and tough. These attributes can be used by traders or producers to provide products that suit consumer desires.]]>
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