Asian Journal of Fisheries and Aquatic Research

Ornamental fish as a commodity of high economic value and has its own charm, makes consumers have a variety of goals and needs in purchasing ornamental fish. This study aims to analyze consumer characteristics and describe the consumer decision-making process at the Bogor Ornamental Fish Marketing Depot. The method used is survey method and sampling technique using accidental sampling. The source of data using primary and secondary data with 75 respondents. The research result showed that characteristics of the respondents who visited the most were male, age ranged from 20-25 years, undergraduate education level, type of work as a private employee, and income level of Rp 1,000,000. The results of the analysis of the purchasing decision process show that most of the consumers' motivation in buying ornamental fish as decoration, the respondent's information search comes from friends and the surrounding environment. Evaluation of alternative respondents chose the reason for buying ornamental fish because the price of ornamental fish was affordable. Purchase decisions are made unplanned, while the frequency of visits by respondents is usually uncertain and the time of visit is at the end of the month. Post-purchase behavior, respondents feel that the Bogor Ornamental Fish Marketing Depot is a clean and comfortable place, respondents are also satisfied with buying ornamental fish.