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

DOI

10.2991/978-94-6463-956-8_7How to use a DOI?

Keywords

BAR (Brand Advocacy Ratio); Customer Path; Purchase Decision; Lily Florist; PAR (Purchase Action Ratio)

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Ardito Atmaka Aji
AU  - Riza Rahimi Bachtiar
AU  - Aisyah Salamah
PY  - 2025
DA  - 2025/12/26
TI  - Analysis of Customer Path on The Purchase’s Decision of Flower Bouquets at Lily Florist
BT  - Proceedings of the 4th International Conference on Economic, Business, and Accounting Studies (ICEBAST 2025)
PB  - Atlantis Press
SP  - 67
EP  - 89
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-956-8_7
DO  - 10.2991/978-94-6463-956-8_7
ID  - Aji2025
ER  -