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

Ardito Atmaka Aji (), Riza Rahimi Bachtiar and Aisyah Salamah
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Ardito Atmaka Aji: University of Jember, Faculty of Economics and Business
Riza Rahimi Bachtiar: Politeknik Negeri Banyuwangi, Agriculture Department, Agribusiness Study Program
Aisyah Salamah: Politeknik Negeri Banyuwangi, Agriculture Department, Agribusiness Study Program

A chapter in Proceedings of the 4th International Conference on Economic, Business, and Accounting Studies (ICEBAST 2025), 2025, pp 67-89 from Springer

Abstract: 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.

Keywords: BAR (Brand Advocacy Ratio); Customer Path; Purchase Decision; Lily Florist; PAR (Purchase Action Ratio) (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-956-8_7

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