KUMALA, NADYA NIKY (2022) PROFIL BISNIS JAMU TRADISIONAL BERBASIS KOMODITAS HERBAL DALAM PERSPEKTIF KONSUMEN. Masters thesis, UPN Veteran Jawa Timur.
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Abstract
Traditional herbal medicine is a health drink made from herbs and has good benefits for the health of the body. Besides being used for treatment, traditional herbal medicine is also believed to be efficacious for the prevention of various diseases. When viewed from the point of view of medicine, traditional herbal medicine is still unable to compete with modern medicines. This is because modern medicines have a faster healing effect than traditional herbs, besides that modern medicines are also superior in terms of quality certification. Therefore, to be able to compete and increase the consumption of traditional herbal medicine, research is carried out with the following focus: 1) analyzing the perceptions, motivations, reasons for consumers to consume and buy traditional herbal medicine at Taman Market, 2) analyze the dominant factors that cause consumers to decide to buy traditional herbal medicine. consuming and buying traditional herbal medicine at Pasar Taman, and 3) knowing what strategic efforts and actions should be taken to increase sales of traditional herbal medicine in the future. In this study, researchers used qualitative descriptive analysis and factor analysis. The method of determining the research location is purposive at Taman Market. The sampling method used accidental sampling with a sample of 100 respondents. Indicators in the perception of benefits, efficiency and practicality, and product safety score above 90%. Indicators in reason are the influence of others, lifestyle, and tradition. The value of 90% is only obtained by tradition, while the influence of others gets a value of 34%. Lifestyle scored 77%. Indicators in motivation are product price, product quality, and product availability. Of the three indicators, all of them scored above 90%. The results of data analysis indicate that there are three factors that influence purchasing decisions for traditional herbal medicine at Taman Market. The first factor is the belief factor, the second factor is the environmental factor, and the third factor is the superiority of the product. The results showed that the most dominant factor influencing purchasing decisions for traditional herbal medicine at Taman Market was the belief factor with a total factor loading value of 3.736 and an eigenvalue of 2.948. This shows that in the belief factor, respondents consider the benefits, efficiency and practicality, product price, tradition, and product quality from herbal medicine and after using herbal medicine the respondents are satisfied. Efforts and strategic actions can be taken by producers, namely improving and maintaining the quality and hygiene of their processed traditional herbal medicine.
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | S Agriculture > S Agriculture (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Departement of Agribusiness | ||||||||||||
| Depositing User: | Nadya Niky Kumala | ||||||||||||
| Date Deposited: | 18 May 2022 06:44 | ||||||||||||
| Last Modified: | 20 May 2022 03:46 | ||||||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/6070 |
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