<![CDATA[Background:The utilization of herbal products has gained increasing recognition within the healthcare sector. The COVID-19 pandemic has significantly influenced public demand and behavioral shifts toward herbal product usage. Additionally, the distribution of these products has become more widespread. Objective:This study aims to identify the factors influencing public intentions to use herbal products, with a particular focus on the roles of social influence and health value. Method:The study utilized a sample of 275 primary data points collected from consumers of herbal products in major cities across Indonesia. Responses were measured using a five-point Likert scale. Structural Equation Modeling (SEM) was employed to examine the relationships between social influence, attitudes, health value, and the intention to use herbal products. The survey consisted of two parts: the first gathered demographic and personal information for classification purposes, while the second comprised questions related to four variables that explored respondents' perceptions of herbal products. Partial Least Squares (PLS) analysis was used to investigate these phenomena. Results:The findings revealed that health value significantly influences the intention to use herbal products (p-value = 0.000; t-statistic = 26.909). Similarly, attitudes were shown to have a significant effect on intention (p-value = 0.038; t-statistic = 2.083). Conclusion:The study demonstrates that health value and attitude positively influence the intention to use herbal products. These findings contribute to a deeper understanding of trends in herbal product consumption and their implications for public health in Indonesia. Keywords:herbal products; social influence; health value; public health; Indonesia]]>
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