Tourists’ Behavior and Purchase Intention towards Local

Processed Food Products in Anyer-Banten Tourism Area

Meutia, Tubagus Ismail, Nurul Ummi, and Nur Faizah

Indonesia Center of Excellence for Food Security of Sultan Ageng,

Tirtayasa University, Indonesia

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.

Keywords: Tourists’ Purchase Intention∙Local Food Products∙Anyer Beach

1 Introduction

Banten is one of the provinces that has a rapid development in the field of industry and

tourism regarding maritime tourism, nature tourism, cultural tourism and religious

tourism. This is supported by the existence of Banten as a very crowded port since long

time ago. Banten is also a province that has many advantages, including its strategic

location, as the gate of Indonesia's investment, rich in natural resources, beautiful

scenery, supporting human resources and a religious city. The fact that Banten is rich

in natural resources has made the local government develop tourism areas in several

locations, namely Tanjung Lesung Tourism Area, Ujung Kulon Tourism Area and

Anyer Tourism Area.

Anyer is well known to foreign countries because it has natural wealth and

biodiversity in various forms of nature, tourism, history, customs and culture (Banten

Regional Government, 2013). Besides visiting the Banten area to enjoy the natural and

952

Meutia, ., Ismail, T., Ummi, N. and Faizah, N.

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

DOI: 10.5220/0010609700002900

In Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting (MIICEMA 2019), pages 952-959

ISBN: 978-989-758-582-1; ISSN: 2655-9064

cultural potential of Banten, the tourists both nusatara tourists and foreign tourists are

also looking for souvenirs typical of the Banten region. Anyer is one of the Banten

tourist sites that can be used as a place to introduce and promote the typical Banten

local food products. Local food is traditional food produced from an area consisting of

various kinds of processed foods, both staple foods and supplementary foods. Local

food can be used as a characteristic of an area. The availability of local food products

that are used as souvenirs by tourists also needs to be considered for their existence.

Local food products found in Anyer-Labuan tourist locations include Milkfish Satay,

Emping, Ceplis, Gipang Cake and Satu Cake, Jorong Cake, Pasung Cake etc.

From the data on visits to several souvenir centers in Anyer-Labuan tourist area,

75% of food products sold were food products originating from outside the Banten

Province, whereas only 25% were food products originating from local Banten

Province. With more dominated food products originating from outside the Province of

Banten, there was intense competition for local food products so that local food product

producers experienced sales that were not too high compared to food products

originating from outside the Banten Province such as Bogor, Bandung and Lampung.

This was due to the factors that influenced consumers in making decisions about

purchasing local food products from Banten Province.

To find out the cause of purchase intention, we need to understand the behavior of

tourists in choosing souvenirs they will buy. An understanding of this traveling

behavior can be started by understanding the intention of the travel. This intention will

initiate behavior. There are three factors that influence one's intention, namely attitudes,

subjective norms and PBC (Planned Behavioral Control) (Ajzen, 1991). Through this

study, these three factors will be explored within the context of tourism.

A good image will certainly attract the interest of tourists to come to visit. On the

contrary bad image will make tourism destinations worse off (Raj, 2012). Huda (2012)

reveals that image is a concept formed by consumer considerations and interpretation

as a consequence of two interrelated components: perceptive/cognitive evaluation

concerning individual knowledge and beliefs about objects (an evaluation of the

perceived attributes of objects) and affective judgments are related to how individuals

feel about the objects.

The difference of this study with previous studies is that this study examines the

effect attitude, contextual, self-efficacy, subjective norms and socio-demographic

variables more comprehensively on tourists’ purchase intention towards local

processed food products in Anyer Beach tourist area of Banten Province. The objects

of this study were tourists who visited Anyer beach tourist area from outside Banten

who bought local processed food products as souvenirs or for their own consumption.

2 Literature Review and Hypothesis Development

2.1 Consumer Behavior

According to Ibrahim & Mohamood (2013), consumer behavior is the study of units

and decision-making processes involved in the acceptance, use and purchase, and

determination of goods, services, and ideas. Furthermore Kotler (2005) explains

consumer behavior as a study of purchasing units that can be individuals, groups or

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

953

organizations. Each of these units will form a market so that an individual market or

consumer market, a group purchasing unit, and a business market formed by the

organization emerge. Meanwhile, according to Engel et al (2006), consumer behavior

is an action that is directly involved in the acquisition, consumption, and end of

product/service, including the process that precedes and follows this action. Ariely and

Zauberman (2006) define consumer behavior as actions taken by individuals, groups,

or organizations related to the decision making process to obtain, use economic goods

or services that can be influenced by the environment.

A study conducted by Raj (2012) explaines that the theory of planned behavior

focuses the study on individuals with the aim of social marketing practices and it is one

of the most frequently used theories in social marketing theory. The study conducted

by Ibrahim and Mohamood (2013) explains the concept of behavior and attitudes in

terms of tourism in predicting city images. A study conducted by Moon (2012) showed

that customers who had positive behavior towards the product would have a positive

effect on purchase intention.

2.2 Purchase Intention

Dimension of purchase intention includes Attention, Interest, Desire, and Action

models. Following is the explanation of the AIDA model. Attention is the Stage where

we must be able to make consumers aware of the existence of our products by using

good promotions using print advertisements, radio, TV, or other personal networks.

Interest is te second stage. After successfully grabbing the attention of consumers, good

follow-up must be performed namely the stage of providing more product information,

persuading and being able to give reasons why consumers should buy the products we

offer. Desire is the stages that provides an offer that cannot be rejected by the consumer,

whereby a wish and desire to buy our products arises. Action occurs with there is a

strong desire of consumers to make decisions in purchasing products offered.

2.3 Factors that Influence Purchase Intention

Behavioral experts have identified several predictors of consumer behavior, including

one thing considered as the main predictor of consumer behavior, namely consumer

attitude. Not all consumer attitudes are related to their actions or behavior, because of

the different backgrounds in the formation of these attitudes. Attitudes formed through

direct experience will more closely lead to behavior, rather than attitudes that are

formed based on the opinions of others. Predicting consumer behavior is very important

since knowing the consumer behavior marketers can make a favorable anticipation for

marketing activities (Moon, 2012).

Subjective Norm. The construct that influences this intention is one's evaluation of

social pressures that influences individuals to do or not do an action. Social pressure

comes from people around who are important to themselves (significant others).

Subjective norm can be determined from one's normative beliefs about how significant

others think or expect someone to do something or not do it at all (Meutia and Ismail

2017). In Planned behavior theory, a person's normative beliefs are balanced with one's

motivation to comply. Motivation to comply is defined as the motivation or willingness

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of a person to meet or not hope for significant others with all the considerations and

risks that will be faced that ultimately affect their intentions.

Perceived Behavior Control. This construct is an individual's belief about how much

control he has to bring up the behavior that he will bring up. Perceived Behavioral

Control, hereinafter referred to as PBC, can influence behavior directly and indirectly.

Indirect influence is done by influencing one's intention to do something behavior

(Ismail et al., 2018). In the Planned Behavior theory, PBC is formed from two

components. The first component is control belief, which is a person's perception or

belief about how difficult a behavior is raised that stems from his perception of the

difficulties, risks, and challenges involved if he wants to exclude a behavior. The

second component is perceive power that talks about one's perception of whether he is

able or not to bring up a behavior by considering the difficulties, risks, and challenges

that accompany. In other words, PBC can also be seen as a person's self efficacy to

bring up behavior (Ismail et al., 2019). To understand what components underlie a

person's purchase intention towards local food products, the researcher aims to

investigate the relationship between attitudes, subjective norms, and PBC on intention.

This is achieved by establishing psychological measuring tool that contains the

predictor components that underlie such intention. Based on the description of the

previous study, three hypotheses are developed.

H1: Attitude has a positive effect on purchase intention

H2: Subjective Norm has a positive effect on purchase intention

H3: Perceived behavioral control has a positive effect on purchase intention

This study can be described in a framework as described in Figure 1.

Fig. 1. Study Framework.

Intention

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955

3 Methods

In this study the data were analyzed using Structural Equation Modeling (SEM). SEM

provides researchers with the opportunity to adopt a more holistic approach to building

models. The ability to explain the effects of measurement errors on latent variable

estimation is the main difference between SEM and both path analysis and multiple

regression analysis. SEM can overcome several problems and limitations inherent in

multiple regression analysis. The author chose the appropriate statistical tool for testing

this variable using Partial Least Square (PLS).

This study used a questionnaire survey method to collect data. Therefore, every

question in the questionnaire must meet the quality of valid and reliable data. Validity

test is used to measure what should be measured. Meanwhile, reliability test is used to

measure the consistency of measuring instruments in measuring a concept.

Endogenous variable used in this study was purchase intention. Purchase intention

can be identified through e indicators. First indicator is transactional interest that is the

tendency of a person to buy a product. The second indicator is preferential interest that

is one's tendency to refer products to other people. Preferential interest is an interest

that describes the behavior of someone who has a primary preference on the product.

This preference can only be replaced if something happens with the product of his

preference. The third indicator is Explorative interest, this interest illustrates the

behavior of someone who is always looking for information about the product he is

interested in and is looking for information to support the positive qualities of the

product.

4 Results and Discussion

4.1 Characteristics of Respondents

47% respondents in this study were women and 53% were men. The average age of

respondents who bought typical local products were categorized in the middle

productive age those that are dominated by the ages between 15 years to 50 years.

Respondents who were intentioned in buying typical local products were dominated by

tourists from outside the Province of Banten. On the average, tourists who visited the

Anyer Beach tourism area came from West Java Province. The education level of

respondents was dominated by high school, Diploma and Bachelor graduates. Based on

the data above, it can be seen that on average people who consumed typical local food

products in Banten were respondents with secondary education or had 12 years of

education.

On average, respondents were dominated by 12% of students, 35% civil servants,

55% private employees and others. This showed that respondents who visited the Anyer

beach tourism area had a permanent job that would affect their income. The location of

the beach that is close to the capital is a great opportunity to be a community refreshing

site, especially to utilize work days off to travel.

This study used a structural equation modeling (SEM) as a multivariate analysis

tool so that it had higher flexibility to connect theory and data. This study used Smart

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PLS software as a tool to solve SEM problems. In the results of tests on the outer loading

of all variables, there was no construct that had an outer loading value below 0.5. This

showed that each indicator in all constructs was considered reliable, thus elimination was

not needed and the test produced Smart PLS output as shown in table 1.

Table 1. Inner Weight.

Exogen Variable Endogen

Variable

Original sample

estimate

T-Statistic

Attitude

Purchase

Intention

0.5632

4.6213

Subjective Norm

Purchase

Intention

0.3922 5.8765

Perceived behavioral

control

Purchase

Intention

0.4422 4.9843

R- Square

Purchase

Intention

0.797

Hypothesis 1 was accepted that attitude had a positive effect on purchase intention. The

construct test results showed the original sample estimate value of 0.5632, it indicated

that there was a significant positive relationship because the statistical T value was

more than 2 as a critical point for the full significance of accepted or rejected

hypothesis. Hypothesis 2 states that there is a positive relationship between subjective

norm and purchase intention. The results of testing using smart PLS showed an original

sample estimate of 0.3922 with a statistical T value of 5.8765, these values indicated

that hypothesis 2 was accepted. Likewise with hypothesis 3, it was shown that

perceived behavioral control had a significant positive effect on purchase intention.

Intention is a tendency in individuals to be attracted to an object or like an object.

The emergence of interest in an object is characterized by a sense of pleasure or interest

in something that has an attraction. Based on the results of interviews with respondents,

it can be concluded that their purchase interest towards local food products was due to

the products had an appropriate taste to the tongue of the tourists. The emergence of

intention towards an object is characterized by a sense of pleasure or interest in

something that has an attraction.

Based on the attitude variable, there were two aspects of attitude that affected the

purchase intention namely cognitive or knowledge aspect and perceptions obtained

through a combination of experiences. These components are often known as

confidence, so consumers believe that an object has certain attributes. Next is the

affective attitude that is the emotion or feeling towards a particular product or brand.

The attitude variable showed that 76% of respondents already had knowledge of local

food products in the tourism area of Banten, because most of the respondents came

from local Banten and Jakarta which is only 100 km away. 81% of respondents felt that

local food products offered a low impression since there were still many traditional

product packaging. This finding is in line with the opinion of Ismail et al. (2018) who

states that attitude is an evaluation that can be created by the affective system in the

form of emotions, feelings, moods and immediate and direct responses to certain

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

957

stimuli. If the emotions, feelings, and moods of consumers are positive, it will lead to

an intention to buy a product/service.

Subjective norms are one's perceptions or views of other people's beliefs that will

influence the interest in performing or not performing the behavior under consideration

(Septifani, 2014). Subjective norms are one's perceptions or assumptions about other

people's expectations, certain behaviors that a person will or won't do. In this study,

subjective norms became the main predictors in purchasing decisions where the effect

of subjective norms is able to suggest, process and strengthen an act or consumer

purchasing behavior.

This finding is in line with the opinion of Ajzen (2005;) who states that if an

individual feels it is his personal right to determine what he will do and it can be

determined by others around him, then he will feel that people's views about the

behavior he will do are appropriate, so it will cause the intention to buy a product /

service.

Ajzen (2007) states that perceived behavioral control is also a function of control

beliefs and the access to the control factor. Control factor includes: internal factors

(such as: expertise, abilities, information, emotions) and external factors (for example:

situation/aqenvironment). Perceived behavioral control indicates that an individual's

motivation is influenced by the perception of how difficult the "A" behavior can be

done, including the extent to which the individual's success might be achieved if he

behaves "A". As assumed by Fishbein and Ajzen, individuals are usually quite rational

and able to use the information they have systematically. So, if an individual feels that

he does not have the resources or the opportunity to do something, then the individual

will not do the behavior that requires these resources (even in situations where the

individual has a positive attitude and subjective norms that approve the behavior).

This finding is in line with the opinion of Chiou (2008) who states that purchase

intention is seen as something that immediately precedes behavior that is determined

by perceived behavioral control. This shows that the better perceived behavioral

control, the higher the purchase intention of the customer.

5 Conclusions

Local food products in Banten province such as milkfish satay, palm sugar, goat rabeg,

gipang and so on are products commonly sold by MSME entrepreneurs. Increasing

sales of local food products which can further increase the economic income of the

people of Banten is an important issue. There were several variables that must be

considered based on this study: First, consumer attitudes had a positive effect on

purchase intention towards local food products, second, subjective norm found in

consumers must be raised to increase consumer purchase intention towards local food

products in Banten province, and third, perceived behavioral control had a significant

positive effect on purchase intention.

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