Abstract
Ornamental plants are an alternative business for Indonesian because of their high economic value. The ornamental plant sellers must always be alert in providing various types of ornamental plants with high demand. Sellers also must know consumer behavior and preferences in purchasing ornamental plants. With the increasing demand for ornamental plants, sellers are expected to know what attributes people like and understand consumer purchasing decisions. This research is conducted on 55 Consumers of the ornamental plant at Taman Bunga Madirsan to get consumer preferences. The study used conjoint analysis and using SPSS 16.0 analysis tool. The attribute of consumer preference is color, size, price, season, and plant care. The result shows that the most important attribute in consumer preference for ornamental plants is price followed by plant care, color, size, and season. The combination of attributes that the most preferred by the consumer is an ornamental plant which is a medium-sized green plant with rainy season plant types and prices <Rp. 100,000 and easy plant care. Keywords: [Conjoint Analysis, Ornamental Plant, Consumer Preference]
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