ABSTRACT
This study aims to determine chrysanthemums' business opportunities by utilizing varieties at the difference in height to chrysanthemum crops and the impact of chrysanthemum development on farmers' social institutions. The research was conducted purposively at the chrysanthemum production center and using the Complete Group Random Plan. The first factor is the height of the place: 300 m above sea level, 500 m above sea level, and 700 m above sea level. The second factor: chrysanthemum varieties are: Kusumaswasti, Sasikirana, Kusumapatria, Cintamani, Ratnahapsari Kusumasakti. Observed microclimate parameters: air temperature, the intensity of sunlight, and humidity of the air. Observed growth and yield parameters: height of plants, number of leaves, the diameter of stems, harvest time, and brightness of flower color. The socio-economic studies observed are business opportunities and the impact of farmers' social, institutional development. The results show the height of the place of 500 meters above sea level affects the increasing vegetative growth of all chrysanthemums planted. The height of 700 m above sea level affects the increase of crop yields, especially the diameter of the flowers of Sasikirana, Ratnahapsari, and Kusumapatria varieties and the influence on the sharpness of the color of chrysanthemums of all varieties. Chrysanthemum agribusiness has farming opportunities as it can increase farmers' income and social institutions dynamics. At the same time, introducing of innovations or new ventures to the farming community is not easy. This requires perseverance and the utmost patience, namely, in introducing of alternative commodities of high economic value. © Institute of Society Transformation, 2022.