Tubagus, Ismail (2018) Consumer Decision Making Process On Various Local Products of Banten Specialized In Anyer Tourism Area. 7th International Conference on Entrepreneurship Business and Management (ICEBM), 1 (1). pp. 208-213. ISSN 978-989-758-363-6

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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.

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