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

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

17.919.729 13.151.877 14.118.787 15.876.353

Foreign

Touris

152.691 242.233 126.162 281.758

Jumlah /

Tota

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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