<![CDATA[This study aims to determine the factors influencing consumer decisions in using alternative medicine services at Griya Sehat Pamulang, South Tangerang. The study employed a quantitative method using factor analysis techniques. The population consisted of 274 patients who used alternative medicine services from July 2024 to June 2025. The sample was determined using the Slovin formula, resulting in 73 respondents selected through accidental sampling. Data were collected through observation and questionnaires. The research variables consisted of 25 indicators assumed to influence consumer decisions in using alternative medicine services. Data analysis techniques included KMO and Bartlett’s Test, Anti Image Correlation, Communalities, Total Variance Explained, Component Matrix, Rotated Component Matrix, and Component Transformation Matrix. The results showed that four main factors influenced consumer decisions in using alternative medicine services at Griya Sehat Pamulang. The first factor was service quality and patient trust (51.878%), the second factor was patient attitudes and lifestyle toward alternative medicine (10.988%), the third factor was affordability and price competitiveness (4.645%), and the fourth factor was ease of access and location proximity (4.196%). These four factors explained 71.707% of the variables influencing consumer decisions. Service quality and patient trust were identified as the most dominant factors affecting consumer decisions.]]>
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