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 (Universitas Triatma Mulya, Jembrana)
Putu Lidia Marini (Universitas Triatma Mulya, Jembrana)
Luh Gede Putri Kusuma Pekerti (Universitas Triatma Mulya, Jembrana)

Jurnal Ekonomi dan Manajemen (JEKMA)
Vol. 5 No. 2 (2026): Juni: Jurnal ekonomi dan Manajemen

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.