Trial Offer Snack Menu of Consumer Buying Interest of Kereta Api

Indonesia Passengers

Lisda Aulia Sari, Caria Ningsih, Dewi Turgarini

Universitas Pendidikan Indonesia, Bandung, Indonesia

Keyword: Customer interest, Passenger train, Snack, Roti Kecik

Abstract: This research background is limited consumer knowledge of history and a traditional snack philosophy

which is potential if offered to passenger trains. This research aims to recommend a snack menu for

passenger trains that can affect the interest of buying consumers. The method used is a method mix that is

quantitative and qualitative. The independent variable in this study is the snack menu and dependent

variables are the buying interest of consumers. The samples in this study were as much as 100 respondents.

The results of this research show that based on the simultaneous hypothesis test the snack menu influences

the consumer's buying interest has a positive and significant influence, while partial indicators have a partial

influence on Consumers buying interest. Based on a panelist test carried out against 30 panelists obtained

the result that the panelist agrees with the Snack menu (roti kecik) that is tested for recommendation.

According to panelist the recommended snack menu (roti kecik) has a good quality product to be served in

the train with attention to 5 aspects such as flavor, aroma, color, portion, and appearance.

1 INTRODUCTION

Tourism is one of the important factors in the effort

to increase economic income in Indonesia. In

addition, tourism is a promising and reliable source

of income, rapid progress, as well as from the

economic side of tourism can create business

opportunities or very much work especially in the

field of transportation and Telecommunications,

tourism services, accommodation and so forth cause

people to go on tour and business or work in the

field of tourism. According to the law No. 10 of

2009 on tourism, there is a variety of tourism

activities supported by various facilities and services

provided by the community, entrepreneurs,

governments and local governments. As an

archipelagic country, Indonesia has a great

capability or potential to improve the tourism

industry. Indonesia itself has a wide variety of

tourism objects that are rich in natural beauty,

diversity of cultures, customs and culinary more and

interesting. This is what makes travellers interested

in sightseeing. Tourists certainly want to travel with

a sense of security, comfort and certainly the

impression. Therefore, necessary facilities,

infrastructure, promotion, accommodation and so

forth. Hotels, transport, eateries or restaurants are

part of the property to support the needs of tourists.

Generally the restaurant is the general term of

gastronomic business that provides food and drinks

to the community. The restaurant is a food service

operation that can give you a profit where the main

base is the sale of food or drink to individuals as

well as guests in small groups (Ninemeier and Hays,

2011). Transportation is an important

accommodation in the journey to the place or

attraction, especially for the people of Indonesia

who have many islands allow transportation carried

out by land, water and air to Reach the entire region

of Indonesia or the place to go. PT Kereta Api

Indonesia as a transport or land transportation

Service provides travel services from an area to

other regions. As a transportation service, trains

have an advantage as energy-saving and fuel-

efficient transportation and pathways without any

obstacles such as traffic jams. In 2013, PT Kereta

API Indonesia not only became a permanent

transportation service providing food and beverage

services to the passenger trains by inaugurating a

subsidiary of PT Kereta Api Persero Indonesia,

namely PT Reska Multi Usaha.

Food is a fundamental need for human power. Of

course, the train passengers, especially on the

106

Aulia Sari, L., Ningsih, C. and Turgarini, D.

Trial Offer Snack Menu of Consumer Buying Interest of Kereta Api Indonesia Passengers.

DOI: 10.5220/0009803901060110

In Proceedings of the 1st NHI Tourism Forum (NTF 2019) - Enhancing Innovation in Gastronomic for Millennials , pages 106-110

ISBN: 978-989-758-495-4

journey outside the area far enough and long time

will require food intake to keep the body endurance

stable. One type of food is snacks or snacks that

have the benefit of withholding a temporary hunger.

Quoting from an Agricultural and Food

Economics study (Migliore, Farina, Tinervia,

Matranga, & Schifani, 2017) that factors affecting

consumer interest are (1) psychological (2) Habits

(3) product quality divided into Two parts, namely,

intrinsic and Extracinsik. Intrinsic attributes refer to

the physical characteristics of a product, such as

flavor, color, aroma, portion and appearance (Badr,

2015). While extrinsic attributes do not refer to

physical characteristics but are seen from food safety

and production with eco-friendly (Moor, 2014).

The purpose of this research is to know the

influence of snack on the interest of buying

consumers of train passengers.

This article is compiled under the heading " Test

the application menu snacks to customer interest

passenger trains", case study PT. Reska Multi Usaha

Bandung Branch Office 2 which is expected to

expand the knowledge about the Menu of bread

snacks Kecik that is tested and recommended to PT.

Reska Multi Usaha as well as the interest in buying

consumers and useful for PT. Reska Multi Usaha as

the manager of the restaurant in the train on the

menu of the appropriate snack to attract the interest

of consumer passengers Train.

2 LITERATURE REVIEW

2.1 Tourism

According to Richard Sihite's opinion in Marpaung

and Bahar (2000), tourism is a journey that is only

temporarily left, to leave the place of original to

another place with a plan not intended to seek A

living in a place to visit, but only to enjoy leisure

and recreational activities to cater to the diverse

desires. The World Tourism Organization (WTO)

mentions that tourism is an activity of one who

travels or lives somewhere outside the original

environment in not more than one year continuously

for pleasure, business and others. Meanwhile,

according to (Sinaga, 2010) tourism is a planned or

arranged journey that is done individually or group

from one place to another with the purpose of

getting satisfaction and pleasure. According to the

Leiper in (Ningsih, 2014) Tourism is an open system

of elements that interact with each other in a wide

environment, ranging from human elements such as

tourists, three geographical elements: the country of

origin of tourists, the country that As a transit place

and tourist destination, as well as economic

elements, namely the tourism industry. (Turgarini,

2016) explained that tourism objectives according to

David and Tozser (2009) refers to the concept of

Carter and Fabricius (2007) as a physical location

where tourists spend a minimum of one night at the

tourist site.

2.2 Gastronomy

Gastronomic or culinary is an art, a science that is

well-connected (good eating) (Gilleisole, 2001).

Before A.D. precisely in the 4th century

archeshundred in Turgarini (2018) looked at the

gastronomic as "a delight to pursue delicacy" of

food. Archeshundred also wrote in "Gastronomia" or

literally as a "rule for the stomach" that contained a

food guide (Santich, 1996). Gastronomy was first

introduced by Jasques Berchoux in France in 1803.

He wrote a poem on gastronomic titled "La

gastronomie ou l'homme des Champs a table

(Gastronomy or the peasant at the table;

Gastronomic or farmer at the table) ". Gastronomy is

an art and science of even appreciation of cross-

ethnic, racial, ethnic, religious, group, gender and

culture by studying in detail about eating, food and

beverages used in various situations and conditions.

2.3 Transportation

Transportation as a basis for economic development

and Development of the community and the growth

of an industry. While according to (Nasution, 2004),

transportation is a transfer of goods and people from

the place of origin to the place to be intended.

Transportation is an important element in supporting

tourism activities both on land, sea and air.

2.4 Railways

According to Law No. 23 of 2007 about railways,

the definition of trains is a vehicle with mobility,

either running alone or with the other railway

facility that will or is moving on the rail Road

Related to rail travel. Trains consist of locomotives,

trains and carriages.

2.5 Snack

The snack comes from the word "kudap" which

means hawker or snack. The function of the snack is

to relieve hunger. A great Dictionary of English

mentions that snack is the term for food that is not

Trial Offer Snack Menu of Consumer Buying Interest of Kereta Api Indonesia Passengers

107

the main food (breakfast, lunch and dinner) but

small meals, in English called Snack. Snacks are a

person's food hungry for a while, giving a little

energy supply to the body or something eaten for the

taste. The snack or snack also has the benefits to

relieve stress when we do the work both in the house

and in the street conditions. In addition, snacks can

also be a medium of interaction that has social

functions such as sharing food. According to Muaris

(2004) mention that snack or snack is a type of food

that is eaten outside the main meal time, other terms

can be called as a food distraction.

Types of snacks such as snacks, wet food,

porridge or drinks. The traditional growing group of

food snacks that were anciently sold in traditional

markets.

2.6 Consumer Interest

According to Bilson (2002) interest is something

personal and related to attitudes, individuals who are

interested in objects that have the power or

encouragement to do a series of behaviors to get the

object. Interest is one of the psychological aspects

that have a considerable influence on behavioural

attitudes and interests is also a source of motivation

that will lead someone in doing what they will do.

Consumer interest is an initiative of respondents

in decision making to purchase a product.

2.7 Quality Food Products

Define the quality of the product as a characteristic

of the product or service that on its ability to endure

appointments or inserts to satisfy the needs of

customers. The product in question is a snack.

Meanwhile, according to Margareta and Edwin

(2012), the quality of food is an important role in

making consumer purchase decisions, so it can be

known that the quality of food increases, so the

decision of a purchase will increase. Therefore, it

can be noted that the quality of a food product has a

close relationship with the purchase decision.

The product referred to in this research is a

snack. There are 5 aspects or factors affecting the

quality of the food in the outline is the color, aroma,

portion, appearance, and flavor.

2.8 Hypotesis

The hypothesis tested in this study is that Kecik

snacks have a positive and significant impact on the

buying interest of consumers.

3 METHOD RESEARCH

The object of this study consists of a free variable

(independent variable) and a variable bound

(variable dependent) as the free variable (X) that is

snack menu while the variable bound (Y) is the

interest of buying consumers. Research was

conducted on the train restaurant PT. Reska Multi

Usaha where passenger trains become the subject of

research.

The methods used in this study are quantitative

and qualitative. The author determines and

calculates the sample size, i.e. by using the formula

Slovin because in the sample withdrawal, the

number should be representative or sample

characteristics are almost the same as the population

has, so that the research results can Generalized and

the calculation does not require the table number of

samples but can be done with simple formulas and

calculations. The number of the population in this

study was 34,737 passenger trains so that the

samples were taken as many as 100 people. The

research instrument is a questionnaire with four

Likert-scale categories.

Table 1: Size of research criteria

Answer options

Research

criteria

Strongly Agree(SS) 4

Agree(S) 3

Disagree(TS) 2

Highly Disagree (STS) 1

Source: Data processed authors, 2019

Testing of research instruments is conducted by

the validity and reliability test. Based on the results

of the validity test on the snack variable and the

buying interest of the consumer is valid and there is

no stated item of statement. While the reliability test

results in the snack variable of 0880 and the

consumer interest variable buy by 0885. The amount

of reliability is more than alpha minimum (α = 0.60),

so the snack variable and buying interest of

consumers is considered reliable. This research uses

simple linear regression analysis techniques, because

it consists of only two variables namely snack and

buying interest of consumers. As well as a

hypothesis test aimed at whether there is a fairly

clear and trustworthy relationship between the

snacks to the buying interest of consumers.

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4 DATA AND RESULTS

4.1 Research Object Overview

PT. Reska Multi Usaha or called RMU, is one of the

subsidiaries of PT Kereta Api Indonesia (Persero)

which was established from 2003. RMU is the best

service provider company to support the

implementation of railways, implementing and

supporting the policies and programmes of PT

Kereta Api Indonesia (Persero) as the parent

company. Starting from the Restaurant On Train

RMU is now continuously expanding to expand

various business areas such as Service On Train, Res

Parking, Loko Café, Loko canteen, Catering, Res

Clean, Reska Entertaiment and general trading.

Currently, RMU has 11 branch offices in Java Island

and Sumatra Island. Have a mission to provide high

quality service to organize the railway and provide

satisfaction to customers and fulfill the expectations

of stakeholders with the resources that trust, fresh,

and cheerful to the foundation of the spirit of the

RMU

4.2 Description of Snack Menu

Recommendation

Typical of Solo which has existed since 1881. Made

with the main ingredient is glutinous rice, it has

crisp, crispy texture. Often this roti kecik is served

or consumed while drinking a cup of coffee or even

warm tea. It has a distinctive aroma. Located on Jl.

Sutan Syahrir 176, Tambaksegaran, Solo. Made

from glutinous rice, eggs, granulated sugar, butter.

Without using any chemicals so it is good to

consume. The first maker of roti kecik is a Chinese

woman named Auw Liek Nio or often called Nyah

Ganep.

4.3 Description of Respondent

Characteristics

The characteristics of the male gender are as much

as 43 people and women as many as 57 people.

Based on the most age of respondents who are 20-25

years of age, which is 46 people or as much as 46%.

Based on the work of the most respondents were

students with a total of 34 people or 34%. The

highest income is the respondents with a income of

< 1 million and between Rp. 3000.000-Rp.

4.000.000 31 people or 31%.

4.4 Descriptive Testing Results

From the results of the descriptive test on the overall

snack variable obtained a score of 1729, if the

percentage into the ideal score then the percentage

gained 86.45%. It can be concluded that most of the

respondents stated that the snack in the category is

very good.

In the variable to buy a consumer overall the

statement gets a score of 1655, when it is centred

into the ideal score then it is derived percentage of

82.75%. It can be concluded that most of the

respondents stated that the interest in buying

consumers in good category.

4.5 Verificative Test Results

Based on the simple linear regression equation, the

effect of snack Menu on consumers interest can be

expressed in the simple regression equation formula

is as follows.

Y = a + bX

Y = 3,585 + 0, 711X

Consumer interest = 3,585 +0,711 snack Menu A

constant of 3.585; Meaning if the snack Menu (X)

value is 0, then the consumer interest (Y) value is

3.585. Variable regression coefficient Menu snack

(X) of 0.711; means that if the snack Menu has

increased by 1%, then the consumer interest (Y) will

have an increase of 0.711. Coefficient of positive

value means there is a positive relationship between

snack Menu and consumer buy interest, the more up

the snack Menu then the increase in consumer buy

interest.

Hypothesis testing is performed with partial T-

tests and simultaneous F tests. Based on T-test

results It is known that the T-test result results in a

calculated t value of 8,943 and a significance value

of 0.000. Table value = 1,984 Then it can be

concluded that Thitung 8,943 > This 1,984 then H0

rejected Ha acceptable. So it can be interpreted

partially that the menu snack positively affects the

interest of buying consumers of railway passengers.

Based on the test results F can be noted that the

Fcount obtained is 79.975. The value is the Fcount

value of the correlation between the snack and the

overall buying interest of the consumer with a

probability level of sig 0.000. Fcount > Ftabel value

of 79.975 > 3.94 then H0 rejected and Ha accepted,

meaning there is significant influence between snack

(X) on consumer interest (Y). So from this case it

Trial Offer Snack Menu of Consumer Buying Interest of Kereta Api Indonesia Passengers

109

can be concluded that the snack (X) jointly affects

the interest of consumer buy (Y) passenger trains.

4.6 Discussion

kecik is influenced positively and significantly by

the interest in buying consumers of train passengers

with a correlation of 0.670 which means belonging

to the strong category because it is at the range of

0.60-0,80. The simultaneous snack has significant

influence on consumer interest, this is evidenced by

the value of Fcount obtained 79.975 whereas the

value of Ftable 3.94 with a significant rate of 0.000

because of the significant rate is less than 0.05 with

the word Others can be said that the snack variable

has significant effect on the buying interest of

consumers. While the Rsquare value of 0.449

indicates that each dimension of snack (X)

contributed 44.9% to the consumer interest (Y)

variable of 55.1%, the rest is the influence of other

factors outside the snack variables.

5 CONCLUSION

Based on the results of studies that have been

conducted using a descriptive and verictively simple

regression on the snack on the buying interest of

consumers in a train passenger can be concluded that

the snacks are influential Positive and significant to

the consumer's buying interest, so it can be

concluded that a roti kecik snack will make a good

contribution to the buying interest of consumers.

Then the snack of roti kecik is a recommendation to

be sold by PT. Reska Multi Usaha.

Roti kecik snack can contribute to the education

of gastronomic tourism because information about

the history, raw materials, how to make tasting and

others are available in the package QR code so that

the train passengers in addition can feel or

Consuming Roti Kecik can also educate gastronomic

tourism about the roti kecik. So the train passengers

are aware of this traditional Solo snack.

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