<![CDATA[This study examines the economic and social potential of utilizing the Bajakah plant (Spatholobus littoralis Hassk.), a plant native to Kalimantan that has been used for generations by the Dayak people as a traditional medicine. This study was conducted at the "Herbal Bajakah Jati" Dayak Traditional Medicine Shop in Kahayan Market, Palangka Raya, to understand the factors influencing consumer behavior in purchasing Bajakah herbal products. The study used a qualitative descriptive approach through observation, interviews, and documentation of store managers and customers. The results showed that consumers have rational and selective motivations, where purchasing decisions are influenced by health benefits, authenticity of natural ingredients, and affordability. Furthermore, trust in the efficacy of traditional medicine is an important factor strengthening purchasing interest. This study confirms that herbal products based on local wisdom have significant potential for sustainable development through marketing strategies that emphasize benefits, safety, and cultural values.]]>
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