Marketing Effect on Andaliman’s Derivative Products for Regional

Development Area of Toba Samosir

N. Siagian

1,2

, Suhardi

, Erlina

and R. Dalimunte

Doctoral Program of Regional Planning, Postgraduate School, Universitas Sumatera Utara, Medan 20155, North

Sumatra, Indonesia

Faculty of Social and Politic, Universitas HKBP Nomensen,Medan,Indonesia

Faculty of Social and Politic, Universitas Sumatera Utara, Medan 20155, North Sumatra, Indonesia

Faculty of Economic, Universitas Sumatera Utara, Medan 20155, North Sumatra, Indonesia

Keywords: Marketing effect, Andaliman, Regional development.

Abstract: Research about marketing influence on Andaliman’s derivative product for regional development area of

Toba Samosir was carried out. The purpose of this research is to know relationship between marketing of

Andaliman’s derivative products and regional development area of Toba Samosir. In this research, we used

primary and secondary data which were collected by observation, questionnaire, interview and

documentation methods. Then, all of data were analyzed by statistic (SPSS program). T-test and ANOVA

test data show that the prosperity of Toba Samosir’s people are significantly effect to marketing of

Andaliman’s derivative products. That is caused the people of Toba Samosir understand well about

marketing concept, demand, added value, cost and costumers needs of all of Andaliman’s derivative

products. In addition, the partnership between local government and people are also needed to fulfill the

large market.

1 INTRODUCTION

Marketing is one of the important part activities of

business which directly relate to income and the real

condition of a business activity. Therefore, a

strategic of marketing is a pivotal point. The target

of marketing depends on introducing model and

product, low cost and customer satisfaction

(Osuagwu, 2016; Naresh, 2007; Brownlie, 2010;

Zott, 2011).

Andaliman (Zanthoxylum acanthopodium DC.)

is one of the agricultural products in Toba Samosir.

Its product is approximately 309.55 tons per year.

Batak’s traditional cuisine. Andaliman’s contents

are antimicrobial, antioxidant, anti-inflammatory,

xanthine oxidase inhibitor and cytotoxic. Andaliman

is much be applied for food ingredients and

medicine (asthma, mouth disease, heart disease amd

bronchitis) (Kristanty, 2015). One of the biggest

obstacles to developing andaliman as a functional

ingredient is that it is a perishable commodity

because of its high moisture content (Wijaya, 2018).

Andaliman has been processed to be many

processing products of andaliman, such as pizza,

sauce, peanut brittle and medicine. The challenges

for developing of andaliman and its derivative

products are capital cost, low demand, and the

absence of good marketing concept (needs, wants

and requests; product value, cost, and satisfaction;

exchange of transactions, and relationships, markets

and marketing. In order to address the challenging,

we did this research.

2 RESEARCH METHOD

This research focuses on how the relationship

between marketing of Andaliman’s derivative

products and income of the community in Toba

Samosir regency in the framework of regional

development. In this study, the data were collected

and taken by survey method. The businessman of

Andaliman’s derivative products were chosen as

respondents and they were noted as the primary data.

In this research, we choose observation

(interviewing and quotionare) in order to collect data

from respondents. All of data were analyzed by

statistic (SPSS).

300

Siagian, N., Suhardi, ., Erlina, . and Dalimunthe, R.

Marketing Effect on Andaliman’s Derivative Products for Regional Development Area of Toba Samosir.

DOI: 10.5220/0009901900002480

In Proceedings of the International Conference on Natural Resources and Sustainable Development (ICNRSD 2018), pages 300-302

ISBN: 978-989-758-543-2

3 RESULTS AND DISCUSSION

A traditional marketing technique (vertically

marketing) was applied by businessman in Toba

Samosir Regency as a marketing strategy for

Andaliman’s derivative products. It means that

marketing is done vertically. This can be seen in

Figure 1.

Figure 1: Marketing structure.

Firstly, we analyzed data with linear regression

analysis. The result of regression analysis

(regression coefficient) for marketing variable

relation / partner (X) and variable of area

development (Y), can be seen in Table 1.

Table 1: Linear regression analysis.

Model

Unstandardized

Coefficients

Standardized

Coefficients

B Std.Erro

Beta T Si

Consta

23,3

1,318

17,74

,000

,169

,134 -,151 -1,253 ,229

2,10

,320 2,114 6,565 ,000

1,43

,198

1,683

-7,227 ,000

,516

,214 -,493 -2,407 ,029

a. Dependent Variable: Y

Table 1 shows that variable of marketing relation

has positive impact to society welfare, meaning it

can be interpreted that if marketing relation is

increased by 1% hence prosperity of society

businessmen of andaliman will increase be equal to

22.385 %. We also analyzed the impact of each of

variable with partial significance test (t – test). The t

– test data may be seen in Table 2.

Table 2: Partial Significance Test.

Model

Unstandardized

Coefficients

Standardized

Coefficients

B Std.Erro

Beta t Si

Consta

23,3

1,318

17,74

,000

,169

,134 -,151 -1,253 ,229

2,10

,320 2,114 6,565 ,000

1,43

,198

1,683

-7,227 ,000

,516

,214 -,493 -2,407 ,029

a. Dependent Variable: Y

The t – test show t – calculation is higher than t –

table, meaning the alternative hypothesis (Ha) is

accepted. In order to know the simultaneous impact

of one variable to the other variable, we did F – test

(ANOVA test) (Table 3).

Table 3: ANOVA Test.

Model

Sum of

Squares

Mean

square

F Sig.

Regre

ssion

19,989 4 4,997 15,108

,000

Resid

ual

4,961 15 ,331

Total 24,950 19

a. Dependent Variable: Y

b. Predictors: (Constant), X5, X1, X4, X3

The calculation results can be seen that the value of

F test obtained simultaneously is 15.108, indicating

there is a simultaneous relationship and impact

between marketing and welfare of businessman of

Andaliman derivative products. Finally,

determination coefficient test is carried out (Table

4).

Table 4: Determination Coefficient Test

Model R

Square

Adjusted R

Square

Std.

Error of

the

Estimate

1 ,895

,801 ,748 ,57512

a. Predictors: (Constant), X5, X1, X4, X3

Andaliman marketing

technique

Andaliman

products

Businessmen

Shop A, B, C, D, E, respectively

Marketing Effect on Andaliman’s Derivative Products for Regional Development Area of Toba Samosir

301

Based on the calculation results, it can be seen that

the value of R Square obtained is 0.895, indicating

that consumer perceptions on the marketing

contribute significantly impact (74.8 %) to the

Public Welfare. The remaining 25.2 % of formation

of community welfare is influenced by other factors.

4 CONCLUSION

Based on the result of statistical test by using SPSS

program those are t-test, and ANOVA (F) test, it can

be concluded that marketing significantly impacts

the welfare of the community of Andaliman’s

derivative product in Toba Samosir Regency, North

Sumatera Province.

ACKNOWLEDGEMENTS

All of authors would like to thankful for the

international conference committee who have

managed the well international conference. We also

deliver our grateful than to Ministry of Research,

Technology and Higher Education who supported

the funding of this research.

REFERENCES

Osuagwu, L., 2016. A Model of Strategic Marketing

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Marketing Studies. 8(3): 145-153.

Naresh, K., 2007. Review of Marketing Research (Review

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Brownlie, D., 2010. Strategic marketing concepts and

models. Journal of Marketing Management. 1(1-2):

157-194.

Zott, C., 2011. The Business Model: Recent

Developments and Future Research. Journal of

Management. 37(4): 1019-1042.

Kristanty, R., 2015. The Indonesian Zanthoxylum

acanthopodium DC.: Chemical and Biological

Values. International Journal of PharmTech

Research. 8(6): 313-321.

Wijaya, C., 2018 A review of the bioactivity and flavor of

the exotic spice “andaliman” (Zanthoxylum

acanthopodium DC.). Food Reviews International.

https://doi.org/10.1080/87559129.2018.1438470.

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