IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-956-8_7.html

Analysis of Customer Path on The Purchase’s Decision of Flower Bouquets at Lily Florist

In: Proceedings of the 4th International Conference on Economic, Business, and Accounting Studies (ICEBAST 2025)

Author

Listed:
  • Ardito Atmaka Aji

    (University of Jember, Faculty of Economics and Business
    Politeknik Negeri Banyuwangi, Agriculture Department, Agribusiness Study Program)

  • Riza Rahimi Bachtiar

    (Politeknik Negeri Banyuwangi, Agriculture Department, Agribusiness Study Program)

  • Aisyah Salamah

    (Politeknik Negeri Banyuwangi, Agriculture Department, Agribusiness Study Program)

Abstract

This study was aimed to provide a comprehensive analysis of the customer path 5A in relation to the purchase decision of flower bouquets at Lily Florist, using the Purchase Action Ratio (PAR) and Brand Advocacy Ratio (BAR) methods as our tools. The 5A model consisted of Aware, Appeal, Ask, Act, and Advocate, representing the customer journey from brand awareness to advocacy. The research employed a quantitative descriptive approach with purposive sampling, targeting Lily Florist customers who had made a purchase. Data were collected through a questionnaire designed to measure customer involvement in each stage of the customer path, as well as how these factors relate to purchase decisions. The analysis results showed that the PAR value is 0.78 and the BAR value is 0.76, both below the ideal value of 1. These figures indicate that there is a significant opportunity for improvement in customer conversion from interest to purchase, and further to brand advocacy. This analysis provides actionable insights into the effectiveness of Lily Florist’s marketing strategies in attracting customer interest, enhancing the purchase experience, and building long-term loyalty through customer advocacy. This growth potential should be a key consideration for Lily Florist’s strategic planning. By understanding customer behavior patterns based on the 5A model, Lily Florist can optimize its marketing and service strategies to improve purchasing rates and overall customer satisfaction.

Suggested Citation

  • Ardito Atmaka Aji & Riza Rahimi Bachtiar & Aisyah Salamah, 2025. "Analysis of Customer Path on The Purchase’s Decision of Flower Bouquets at Lily Florist," Advances in Economics, Business and Management Research, in: Novi Puspitasari & Zainuri Zainuri (ed.), Proceedings of the 4th International Conference on Economic, Business, and Accounting Studies (ICEBAST 2025), pages 67-89, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-956-8_7
    DOI: 10.2991/978-94-6463-956-8_7
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-956-8_7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.