Abstract
This study aims to assess the factors influential towards decision made by consumers to purchase hydroponic products. A quantitative research employing factor analysis, 100 samples were established as per accidental random sampling. The observed 11 variables – classified in four groups – were of hydroponic product feature (packing, size, freshness, and crunchiness), hydroponic product value (competitiveness and price), customer’s background (income, education, association, and family size), and place (service). The result shows that those who chose the products were mostly female (98) – 73 of them are housewives – aged between 37 and 42 (42) with at least senior high school educational background (69).
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