Analysis of the Decision-making Process for Purchasing of Ornamental Fish at the Bogor Ornamental Fish Marketing Depot

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