Tourists’ Behavior and Purchase Intention towards Local Processed Food Products in Anyer-Banten Tourism Area

Meutia, Tubagus Ismail, Nurul Ummi, Nur Faizah

2019

Abstract

The tourism sector is present as one of the influential industries in terms of improving the economic sector, especially MSMEs engaged in local food processing sector. This study aims to analyze the effect of behavior on the tourists’ purchase intention towards local processed food products in Anyer Beach tourism area, Banten Province. This was an exploratory study to explore the factors that influenced the tourists’ purchase intention towards local processed food products in Anyer Beach tourism area. The sampling was conducted by accidental sampling technique with a total sample of 150 respondents taken in the three points of Anyer tourism area, namely the Marbella hotel area, Anyer Zero Point and the Anyer Mambruk Hotel area. Data processing was performed by descriptive analysis and multiple linear regression analysis to observe the effect of attitude, subjective norms and perceived behavioral control variables on tourists’ purchase intention towards local processed food products in Anyer tourism area. The results of the study analysis showed that the attitude variable had an effect on tourists’ purchase intention towards local processed food products because some Banten local products offered are products accustomed to being available in the market. Furthermore, subjective norms and perceived behavioral control variables had a significant effect on tourists’ purchase intention towards local processed food products in Anyer Beach tourism area.

Paper Citation

in Harvard Style

Meutia., Ismail T., Ummi N. and Faizah N. (2019). Tourists’ Behavior and Purchase Intention towards Local Processed Food Products in Anyer-Banten Tourism Area. In Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting - Volume 1: MIICEMA, ISBN 978-989-758-582-1, pages 952-959. DOI: 10.5220/0010609700002900

in Bibtex Style

@conference{miicema19,
author={Meutia and Tubagus Ismail and Nurul Ummi and Nur Faizah},
title={Tourists’ Behavior and Purchase Intention towards Local Processed Food Products in Anyer-Banten Tourism Area},
booktitle={Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting - Volume 1: MIICEMA,},
year={2019},
pages={952-959},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010609700002900},
isbn={978-989-758-582-1},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting - Volume 1: MIICEMA,
TI - Tourists’ Behavior and Purchase Intention towards Local Processed Food Products in Anyer-Banten Tourism Area
SN - 978-989-758-582-1
AU - Meutia.
AU - Ismail T.
AU - Ummi N.
AU - Faizah N.
PY - 2019
SP - 952
EP - 959
DO - 10.5220/0010609700002900