Study of Factors Affecting Domestic Tourism Purchase in SMEs Food and Beverage Based in Manado City

摘要

Manado City is a city located in Northern Sulawesi Province. With a multicultural background, this area is very rich with a variety culinary delights. Seafood products combined with traditionally prepared archipelago spices are the main culinary offerings of the city of Manado. The grilled fish culinary small business in Manado especially the street vendor is one of the culinary tourism spots in the city of Manado and is always crowded with visitors because the fish that are sold are taken directly at the fish auction which is the center of fresh fish. So that the freshness of these fish need not be doubted. Not only fish, various other types of culinary, ranging from mild to heave there. The purpose of this study is to examine the factors that influence purchasing decisions of domestic tourists in food and beverage-based SMEs in the city of Manado. The research method uses primary data with a sample of 200 domestic tourist respondents who visited food and beverage-based SMEs obtained from questionnaires. Data analysis uses hypothesis testing and multiple linear regression analysis. The results showed that there were factors that influenced the decision to purchase domestic tourists in food and beverage SMEs in the city of Manado.