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All Journal JAM : Jurnal Aplikasi Manajemen EKUITAS (Jurnal Ekonomi dan Keuangan) AMAR (Andalas Management Review) Journal of Entrepreneurship & Business Indonesian Journal of Multidisciplinary Science International Journal of Tourism and Hospitality in Asia Pasific Journal of the Community Development in Asia Journal of International Conference Proceedings Jurnal Manajemen Pemasaran dan Perilaku Konsumen Jurnal Management Risiko dan Keuangan
Wijayanti, Risna
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences

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Journal : Jurnal Manajemen Pemasaran dan Perilaku Konsumen

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DESKRIPSI PERILAKU KONSUMEN DALAM KEPUTUSAN PEMBELIAN TERHADAP OBAT HERBAL (HERBAL MEDICINE) Shalahuddin, Laode; Wijayanti, Risna
Jurnal Manajemen Pemasaran dan Perilaku Konsumen Vol. 1 No. 3 (2022)
Publisher : Fakultas Ekonomi dan Bisnis Universitas Brawijaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21776/jmppk.2022.01.3.06

Abstract

The health industry is included in an industry that experienced an increase in 2019-2020 due to the Covid-19 (Corona Virus Disease) pandemic. This can provide benefits for Indonesia because it is one of the largest biopharmaceutical (medicinal) producing countries in the world. The objective of this research is to describe the behavior of consumers in their decision to purchase herbal medicine in the largest biopharmaceutical plant-producing region in Indonesia. The data of this research was harvested by distributing questionnaires to a sample of 120 respondents living in the said region. Using frequency distribution and description, this study finds that there are three factors shaping consumer behavior, they are psychological factor, i.e. learning, perception, motivation, and attitude and belief, social factor, i.e. culture, family, group references and social class, and marketing factor, i.e. product, price, place, and promotion. The benefit of this research is to assist herbal medicine business actors in the health industry in recognizing people's consumption behavior towards herbal medicines and is useful for future researchers in enriching discussions that focus on herbal medicine (herbal medicine).  
Co-Authors -, Hasmirati Ainur Rofiq Alviany, Hilvia Azizah, Zelfi Nur Basuki, Ananto Budiarti, Sandy Cahyaningtyas, Sindy Eka Yulianti Devin, Levina Arista Fitriana Rahmawati Ismayanti, Niken Wahyu Juwita, Himmiyatul Amanah Jiwa Kurniawan, Ilham Agung Margono Setiawan Moeldjadi, Moeldjadi Mugiono Mugiono, Mugiono Rahmadina, Salsabila Rosyadi, Dzakiyyah Saldianovitta, Ine Rahmadania Shalahuddin, Laode Sulistyorini, Harlina Sumiati Sumiati Tambunan, Mikael Gabe Pahala Waluyowati, Nur Prima Xaviera, Athena