Analysis Of Consumer Satisfaction Level Towards The Existence Of Cafe Anggrek In Medan City

Abstract

 This study aims to analyze the level of consumer satisfaction with the existence of Café Anggrek and identify the factors most influential in this satisfaction within the context of developing floriculture-based urban agriculture. This study employed a quantitative descriptive and associative approach using accidental sampling techniques. The results showed that all independent variables significantly influenced consumer satisfaction, both partially and simultaneously. These findings demonstrate that the application of the urban floriculture concept through green café design and educational interactions with orchid plants can increase customer satisfaction and strengthen the potential for urban horticultural agribusiness development in Medan.