Consumer Preferences in Purchasing Traditional Medicine Considering Products, Taste Sensory, and Certification Label

DOI

10.2991/978-94-6463-008-4_135How to use a DOI?

Keywords

Traditional Medicine; Consumer Preferences; Product; Taste Sensory; Certification Label; Conjoint Analysis

Abstract

The benefits of traditional medicine have been known since ancient times in Indonesia, functioning as an alternative to treat various diseases and maintain the body’s immune. This research aims to determine consumer preferences and the dominant attributes that are the main priority for traditional medicine. The analytical tool in this research used conjoint analysis. This research is descriptive using primary data. Sampling was done by purposive sampling method from 61 respondents. The research instrument was tested using validity and reliability tests. The research results were analyzed descriptively, and a trend test was conducted. The research results regarding the dominant attributes that will become the main priority in consumer preferences for traditional medicines indicate that the research instruments are valid and reliable to be used in research. The analysis shows that most consumers love traditional medicine in a liquid form with a mint taste and labeled with BPOM and Halal certification. In choosing traditional medicine, consumers tend to prioritize the value of the certification label first with an importance of 58.390%, followed by taste sensory with an importance value of 28.531%, and the last is related to the type of product with 13.079%. The correlation output to measure predictive accuracy obtained a high and significant correlation value.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Salachudin Emir
AU  - Sugeng Santoso
AU  - Yosi Krisyanti
PY  - 2022
DA  - 2022/12/05
TI  - Consumer Preferences in Purchasing Traditional Medicine Considering Products, Taste Sensory, and Certification Label
BT  - Proceedings of the 19th International Symposium on Management (INSYMA 2022)
PB  - Atlantis Press
SP  - 1094
EP  - 1102
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-008-4_135
DO  - 10.2991/978-94-6463-008-4_135
ID  - Emir2022
ER  -