This research aimed to determine consumer characteristics, consumer buying behavior, attributes influencing consumer preferences, and consumer attitudes on ornamental orchids. This research was conducted in several ornamental orchid shops in Baturraden Sub-district, Banyumas Regency. In this research, the data were analyzed using descriptive quantitative, Chi-Square, and Fishbein's multi-attribute analysis with field research methods. 30 samples were taken using the accidental sampling technique. The significant effect of numerous characteristics, including bloom color, orchid kind, plant age, and orchid price, was determined using Chi-Square analysis. Meanwhile, customer opinions were measured using Fishbein's multi-attribute.
The findings of this study revealed that respondents who bought or enjoyed orchids had a wide range of characteristics, including gender, age, educational background, and family income. Orchids were purchased by respondents because the flowers are lovely and Baturraden is a strategic position. They purchased 2-5 plants as collections at an undetermined frequency. Color, which was pinkish-purple (57 %); orchid type, which was moon orchid/Phalaenopsis (67 %); adult plant (63 %); and cheap price were all attributes that became consumer favorites (80 %). Flower color, orchid price, orchid kind, and plant age were the most to least considered factors.