Consumer Decision Making Process on Various Local Products of
Banten Specialized in Anyer Tourism Area
Meutia, Tubagus Ismail,
Nurul Ummi and Ayu Fitriani
Sultan Ageng Tirtayasa University, Jl. Raya Jakarta, KM. 4 Serang, Indonesia
Keywords: Decision-making Process, Local Banten Products, Beach Tourism.
Abstract: Banten Province is very rich in tourism potential and is very beautiful, especially for coastal tourism. One of
the most famous tourist areas is the Anyer beach. The purpose of this study was to assess the consumer
decision-making process towards various typical local Banten products that exist in the Anyer beach
tourism area. The object of this research is tourists who are in Anyer tourist beach area in 3 locations,
namely 0 Km beach, Marbella Hotel and Mambruk Hotel. The method used in this research is quantitative
descriptive method. The sampling technique used is nonprobability sampling by accidental sampling. The
location is determined intentionally (purposive) that is at the tourist location of Anyer beach. The analytical
method used is descriptive analysis by distributing the questionnaire and then identifying the consumer
decision-making process in choosing a typical local Banten product. Secondary data is obtained by various
agencies such as the Department of Tourism, Cooperatives and MSEs and other literature studies. The
results of this study indicate that tourists are interested in buying typical local products for gifts. Some
important factors for guaranteed continuity include more attractive packaging and hygiene as well as
parking available. Promotion is very important to introduce Banten local products. Some of the many
products that are in demand and favored by consumers are emping, milkfish satay, ceplis and aren ginger.
The results of this study are very useful for SMEs to develop their products. Additionally, it can be used for
local governments to plan the development of Anyer tourism areas and the development of local SME
products in supporting the tourism sector. The role of the government in forming clusters will accelerate the
process of developing SMEs. The results of this study can be used as preliminary data for further research in
terms of both quantitative research and studies involving the government for the implementation process.
1 INTRODUCTION
Banten Province is the gateway to the flow of
human, goods and services between Java and
Sumatra. Banten Province has become part of the
Asian and International trade circulation and as a
potential agglomeration location of the economy and
agriculture and plantations. The Banten region,
especially the Tangerang raya area (Tangerang City,
Tangerang Regency, and South Tangerang City), is a
buffer zone for DKI Jakarta as the capital of
Indonesia. Geographical location bordering DKI
Jakarta, West Java and Sumatra Island, makes
Banten Province a strategic area for the ownership
of the tourism sector. Banten Province is one of the
most attractive provinces in Indonesia as a tourist
destination considering there are more than 500
attractions in various parts of the regency and city
(Disbudpar 2015). One of the most famous beaches
and destinations for tourist destinations is Anyer
Beach.
The development of SMEs will support the
development of the tourism business sector as well
as vice versa because the tourism sector is one of the
good markets for selling SME products, especially
those based on agribusiness are providers of snack
foods as souvenirs. Banten Province is one of the
most attractive provinces in Indonesia as a tourist
destination considering there are more than 500
attractions in various parts of the district and city
(Disbudpar, 2015).
Tourism potential is dominated by coastal
tourism which is circling almost the entire province
of Banten. Beach tourism objects are 85 beaches
while the rest are mountain attractions, waterfalls,
hot springs, cultural tourism and artificial tourist
areas.
The availability of local food products that are
used as souvenirs by tourists also needs to be
208
Meutia, ., Ismail, T. and Fitriani, A.
Consumer Decision Making Process on Various Local Products of Banten Specialized in Anyer Tourism Area.
DOI: 10.5220/0008490702080213
In Proceedings of the 7th International Conference on Entrepreneurship and Business Management (ICEBM Untar 2018), pages 208-213
ISBN: 978-989-758-363-6
Copyright
c
2019 by SCITEPRESS Science and Technology Publications, Lda. All rights reserved
considered. Along with the increasing number of
tourists visiting the Anyer Beach Area, it is expected
that local food products can be better known and
sought by the wider community not only by the
people of Banten Province. Local food product
processing activities are currently one of the efforts
undertaken by the government to improve the
regional economy by utilizing the raw materials
available in the area so as to increase the sale value
of raw materials from the region, one of which is in
Banten Province which has various kinds of local
food products that are characteristic of Banten
Province.
Based on this data, souvenir sellers sell more
food products from outside the market. 80% of food
products sold are food products that come from
outside, whereas food products originating from
Banten alone only account for 20%. Based on the
phenomenon described above, in this study we try to
analyze the process of consumer decision making in
choosing typical Banten souvenirs in tourist
attractions especially along the Anyer beach.
The development of SMEs will support the
development of the tourism business sector as well
as vice versa because the tourism sector is one of the
good markets for selling SME products, especially
those based on agribusiness are providers of snack
foods and souvenirs. Banten Province is one of the
most attractive provinces in Indonesia as a tourist
destination considering there are more than 500
attractions in various parts of the district and city
(Disbudpar, 2015). Potential tourist sites in Banten
Province can be seen in Figure 1 below:
Figure 1: Map of Tourism Potential in Banten Province.
Tourism potential is dominated by coastal tourism
which circles almost the entire province of Banten.
Beach tourism objects include 85 beaches while the
rest of the tourism objects are mountain attractions,
waterfalls, hot springs, cultural tourism and artificial
tourist areas. One of the most famous and most
visited tourist attractions is the Anyer beach. The
number of tourists visiting tourism objects in Banten
Province can be seen in Table 1 below this.
Table 1: Number of Architects and Foreign Tourists
Visiting Tourism Objects in Banten Province 2011-2016.
Reff 2013 2014 2015 2016
Domestic
Touris
t
17.919.729 13.151.877 14.118.787 15.876.353
Foreign
Touris
t
152.691 242.233 126.162 281.758
Jumlah /
Tota
l
18.072.420 13.394.110 14.243.949 16.158.111
Based on Table 1 above the number of tourists
visiting tourist attractions in Banten Province has
fluctuated. In 2012 to 2014 the number of tourists
experienced a decrease of almost 50% due to
inadequate access to tourism sites and a lack of
government role in tackling the problem. In 2014 to
2016 the number of tourists began to increase by
25% where in 2014 the number of tourists was
13,394,110 and in 2016 the number of tourists
increased by 16,158,111. The increase of tourists in
2014 to 2016 was caused by the role of the
government which had begun to take part in tackling
existing problems such as improving infrastructure
and infrastructure towards tourist objects in the
Regencies and Cities in Banten Province. The
growth of SMEs and tourism markets is also a
supporter of the increasing number of tourism.
2 LITERATURE REVIEW
Local food processing products are processed food
products made from local resources processed and
managed by home industries and MSEs. The
abundant potential of local resources in Banten
province is a huge potential for SME development.
Until now the existence of local food processed
products in Banten Province is still not exposed
compared to other local food processed products
from the province in Java. This is true despite the
fact that the quality and taste of Banten’s products
are comparable to other provinces' local food
products (Meutia, 2017).
The development of SMEs is one of the efforts to
develop local special products, especially tourism
Consumer Decision Making Process on Various Local Products of Banten Specialized in Anyer Tourism Area
209
areas. The agribusiness-based SME sector
has not
become a serious concern from the government
because of its presence in remote areas and is
considered not problematic because it processes
local resources. The tourism sector and the existence
of SMEs are very important things like two sides of
a coin that cannot be separated. The tourism sector is
going forward so that it will automatically encourage
the growth of the SME sector. The tourism sector is
ideally supplied with souvenirs so that those who
can supply the souvenirs include SMEs around the
tourism area including in Anyer-Carita in Banten
Province (Meutia; 2014).
2.1 Tourism
The definition of Tourism in general is a journey
that is carried out by a person temporarily held from
one place to another by leaving the original place
and without the purpose of earning a living in the
place he visits, but solely to enjoy tourism activities
or recreation to fulfil diverse desires. Additionally,
the notion of tourism is technically an activity
carried out by a person or group in the territory of its
own country or another country by using the
convenience of services and supporting factors as
well as other facilities held by the government, the
business community and the community in order to
realize the wishes of tourists .
Based on the distribution of tourism types in
Banten Province, it is dominated by coastal tourism,
religious tourism and cultural tourism. Beach
tourism covers almost all areas in the Banten region,
religious tourism, namely old tourism and cultural
tourism is located in Lebak Regency in the Baduy
tribe, both the inner Baduy and the outer Baduy.
2.2 Decision Process
Consumer behavior as a study of purchasing units
(buying units) and exchange processes involving
acquisition, consumption, and disposal of goods,
services, experiences, and ideas. This definition
contains a number of important concepts. First, the
process of exchange (exchange process) where all
resources are transferred between the two parties,
namely between the consumer and the company that
involves the acquisition, consumption, and disposal
of goods, services, experiences, and ideas. Second,
the term buying unit (buying units). This term is
used because purchases are made by groups or
individuals.
Consumer behavior will influence decision
making. The consumer decision process in
purchasing varies, because it is influenced by many
factors. Amilin et al (2018) classify the factors that
influence the purchasing decision process into three
factors, namely environmental influences, individual
differences and psychological processes.
Environmental factors that influence a person are
explained by Meutia et al. (2018) and (Ismail, 2015)
in several ways, namely: culture, class and social
status, personal, family and situation influences.
Culture influences products that consumers buy in
three forms (Ismail et al., 2012; Ismail, 2016). First,
culture influences the structure of consumption.
Second, culture influences how individuals make
decisions. Third, culture is the main variable in the
creation of meaningful communication in products
(Ismail, 2013a; Ismail, 2013b). Meutia and Ismail
(2012) state that social class refers to grouping the
same people in their behavior based on their
economic position in the market (Meutia et al.,
2017; Meutia et al., 2018). Social class is a relatively
permanent and tiered division in a society consisting
of individuals who share the same values, interests
and behaviors. Social class is not determined by only
one factor, such as income but is measured as a
combination of work, income, education, wealth,
and other variables.
Differences in social classes are often used as the
main variables in explaining consumer differences in
studies of consumer behavior. Personal influence
often plays an important role in consumer decision
making, especially if there is a high level of
involvement, there are perceived risks, and products
or services have public visibility. This situation is
expressed through reference groups or through other
communications. The family is a group of two or
more people who are connected by blood, marriage,
or adoption, and live together.
3 METHOD
This research is a basic research that identifies
phenomena that occur in the field that can be used as
a basis for further research. Basic research aims to
participate in the development of science. This
research was conducted in the Anyer Region by
taking 3 strategic locations that are often visited by
tourists. namely 0 Km beach, Marbella Hotel and
Mambruk Hotel. The research method used in this
research is quantitative descriptive method. The
sampling technique used is non probability sampling
by accidental sampling. The analytical method used
is descriptive analysis by spreading the
questionnaire and then identifying the consumer
ICEBM Untar 2018 - International Conference on Entrepreneurship and Business Management (ICEBM) Untar
210
decision-making process in choosing a typical local
Banten product. Secondary data is obtained by
various agencies such as the Department of Tourism,
Cooperatives and MSEs and other literature studies.
4 DISCUSSION
4.1 Respondents
Respondents who bought local typical products were
dominated by women by 53% and men by 47%.
This is a potential market that needs to be developed
for the development of local typical SME products.
Based on the average age of respondents who buy
typical local products is the productive age between
those that are dominated between the ages of 17
years to 40 years. SMEs can be more creative in
developing their local specialty products so they can
be consumed by consumers aged 17 to 40 years.
In this study, we identified several characteristics
of consumers that are considered influential in
making decisions in choosing typical local products
including gender, age, level of education and other
characteristics that are considered influential. Based
on gender and age, the data can be seen in Table 2
below
Table 2: Characteristics of Respondents by Gender and
Age.
Gender Freq %
Man 62 47
Woman 70 53
Sum 132 100
Age Freq %
17-23 45 34
24-30 46 34.8
31-40 22 16.6
41-50 15 11.3
>50 4 3.3
Sum 132 100
Based on the average respondent, the sample
group is dominated by students, civil servants,
private and others. This shows that respondents who
visit Anyer beach tourism sites have permanent jobs
that will affect their income. The location of the
beach that is close to the capital is a great
opportunity to be used as a refreshing place for the
community, especially using the day off to travel.
4.2 Interest in Purchasing
Need recognition can be defined as the perception of
the difference between the desired situation and the
actual situation that is sufficient to arouse and
activate the decision process. Respondents' interest
in purchasing Banten typical local food products can
be seen from some respondents who are interested in
buying typical local Banten food products which are
78 respondents or 59% and as many as 6 people or
5% of respondents are not interested in buying
Banten local food products.
Most respondents are interested in making
purchases of Banten's local food products because
the products sold are dominated by products from
outside Banten which have often been met by
respondents while for Banten local food products
can only be obtained if the respondent is in Banten
Province, and this becomes a characteristic of
Banten Province. The need for Banten local food
products is high. It is known that almost all
respondents make Banten local food products as
souvenirs or handicrafts which consists of 112
respondents or 85% whereas as many as 20
respondents or 15% just want to try Banten typical
local food products at that time. Many respondents
purchase local food products typical of Banten as
souvenirs because of the culture that has grown in
the Indonesian society that when one visits a tourist
spot, one must bring a handicraft or souvenir for
family and friends.
4.3 Information Retrieval
Information retrieval can be interpreted as a
motivated activity which is conducted from
knowledge stored in memory or information
retrieval from the environment. Information about
Banten's typical local food products is not widely
acquired by respondents due to the lack of
promotion and introduction to Banten's typical local
food products. As such, the information that is
widely known by respondents regarding Banten's
local food products is only through word of mouth
promotion strategies.
4.4 Alternative Assessment
Banten's typical local food product which is widely
known by respondents is chips due to their
distinctive taste and also due to the high number of
sellers who sell chips along the Anyer beach tourism
locations both sold in stores and sold by traveling
sellers along the Anyer beach (Meutia et al., 2015).
Consumer Decision Making Process on Various Local Products of Banten Specialized in Anyer Tourism Area
211
Milkfish satay product is one of the products that is
very well known and only found in Banten Province
because of its unique taste. Respondents can enjoy
milkfish in different ways without the presence of
bones, many milkfish satay sold at gift shops. In
addition to emping and milk satay products,
respondents also know that gipang is a light food
that has a sweet taste with a slightly sticky crunchy
texture, and the last is ceplis which is a modification
of chips with the addition of flavors not only original
but also balado and sweet variants. .
Prices are the main consideration in purchasing
Banten typical local food products from 100
respondents or 76% who choose the price to be the
main consideration in the purchase and 32
respondents or 24% have a price is not the main
consideration in purchasing a product. In this study
respondents thought that price is the main
consideration in making a purchase because if the
price offered is not in accordance with the product
offered by the respondent they will not make a
purchase.
The place has become one of the considerations
of consumers in purchasing products. This is seen
from the views of 83 respondents or 63% who chose
a place that was easily found to be the main factor in
purchasing typical local Banten food products
whereas 49 respondents or 37% chose large parking
area as a factor to be considered in purchasing
Banten typical local food products .
Purchasing Decision is a stage where consumers
must be able to make decisions on how to determine
a purchase. Purchasing is a function of two
determinants, namely intention and influence of the
environment and or individual differences. Most
respondents do plan to buy local food products as a
gift. This is because in making a purchase decision
for a typical Banten local food product consumers
have planned which one to buy as a gift. The typical
products available will be made the main target of
the purchase and will be the signature of the region.
Some consumers also choose to be unplanned in
purchasing decisions. This includes those who did
not want to buy, but when there are attractive
promotions on typical products offered, consumers
will change their decisions and buy typical products
in the area to be made a souvenir.
5 CONCLUSION
Based on the results of the above research, it can be
concluded in this study that tourists are interested in
buying local special products as gifts that are
important for guaranteed continuity, easy to attain,
secure in terms of local food products, attractive in
terms of packaging and hygienic. The place of
purchase having parking available is also an
important factor. Promotion, availability of
information, and product diversity are very
important to introduce Banten local products. The
many products that are in demand and favored by
consumers include emping, milkfish satay, ceplis
and aren ginger. Tourists are very interested in
buying products, especially typical products of
Banten, not products outside Banten in tourist
attractions. This is a good opportunity to develop
SMEs that are based on local food products.
Additionally it requires guidance from various
parties, especially the government as a policy maker.
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