Determinants of Soybean Cake (Tempeh) Purchase Intention: Case Study in Indonesia

Abstract

Indonesia is a country with a high level of soybean consumption. This study aims to focus on how to increase the demand for tempeh products, especially in regions with low consumption levels. The method used is the Ideal-Point Model, which measures the gap between the ideal and what consumers actually experience. The survey was conducted with 268 respondents in the provinces of West Sumatra, East Nusa Tenggara, West Kalimantan, North Sulawesi, Southeast Sulawesi, Gorontalo, Maluku, North Maluku, West Papua, and Papua. This study shows that factors influencing tempeh purchase intentions among Indonesians in provinces with low tempeh consumption include price, taste, nutrition, texture, aroma, and service, motional value, color, product safety, shape, and variety. The study concludes by recommending that, in addition to the need for marketing attributes and techniques that can be widely applied by tempeh producers and sellers, authorities also need to participate in increasing education about the benefits of tempeh and the fact that it can be made from various types of beans besides soybeans. Furthermore, infrastructure such as roads or transportation fleets should not be overlooked. Closer collaboration between stakeholders in the supply chain and its marketing strategies is recommended to further improve target achievement.