How Differences in Herbal Beverage Consumer Decisions Based on Demographic Factors?
DOI:
https://doi.org/10.18196/jbti.v15i1.21224Keywords:
Consumers Behavior, Consumer Decisions, Demographic Factors, Herbal DrinksAbstract
For a long time, people have been consuming homemade herbal drinks, which are processed traditionally. However, micro, small, medium, and large-scale businesses are now emerging in the production and marketing of ready-to-consume packaged herbal drinks. Research is needed on whether there are differences in consumer motivation in using homemade and industrial-made herbal beverages in terms of the factors of age, gender, education, occupation, and marital status of consumers, as well as how the simultaneous influence of these five variables on the motivation to consume herbal drinks. This study used a sample of 327 people whose data was collected through a digital questionnaire. Data were analyzed using Mann Whitney, Kruskal Wallis, and multiple linear regression. The results showed differences in consumer decisions based on age, education, occupation, and marital status in the choice of herbal drinks, but not gender differences. Most consumers chose the non-packaged type. Simultaneous testing, age, and occupation factors significantly affected consumer decisions, while gender, education, and marital status were not necessary. The results have implications for the segmentation strategy, targeting, and market positioning of the herbal beverage processing industry and the herbal beverage raw material supply industry, better market understanding, more targeted product development, more effective promotional interventions, increased public awareness of the benefits of herbal drinks, and government policy support for the herbal beverage industry.
References
Bayan, N. F. (2023). Analisis Faktor Yang Mempengaruhi Konsumen Dalam Membeli Obat Tradisional Di Kota Luwuk. Universitas Tadulako.
Di Crosta, A., Ceccato, I., Marchetti, D., La Malva, P., Maiella, R., Cannito, L., Cipi, M., Mammarella, N., Palumbo, R., Verrocchio, M. C., Palumbo, R., & Di Domenico, A. (2021). Psychological factors and consumer behavior during the COVID-19 pandemic. PLOS ONE, 16(8), e0256095. https://doi.org/10.1371/journal.pone.0256095
Direktorat Produksi & Distribusi Kefarmasian. (2019). Perkembangan Obat Tradisional di Indonesia. Kemeterian Kesehatan. https://sehatnegeriku.kemkes.go.id/wp-content/uploads/2019/04/Dit-Produksi-Distribusi-Farmasi-Kemkes_Perkembangan-Obat-Tradisional-di-Indonesia.pdf
Elfahmi, Woerdenbag, H. J., & Kayser, O. (2014). Jamu: Indonesian traditional herbal medicine towards rational phytopharmacological use. Journal of Herbal Medicine, 4(2), 51–73. https://doi.org/10.1016/j.hermed.2014.01.002
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior. Dryden Press.
Ghozali, I., & Kusumadewi, K. A. (2016). Model Persamaan Struktural : PLS-PM, GSCA, RGCCA. Yoga Pratama.
Ismail, S., Awi, N. A., Mohamed, M., Yusof, Y. M., Saputra, J., & Thurasamy, R. (2021). Investigating the structural relationship of mass media on attitude, social influence, product safety and its impact on purchase behaviour of herbal product in Malaysia. International Journal of Data and Network Science, 5, 531–546. https://doi.org/10.5267/j.ijdns.2021.8.014
Jia, Q., Zhou, S., Liu, R., Zuo, Y., Pan, C., Chen, Y., Gong, Y., & Chen, R. (2023). How Social Norms Influence Purchasing Intention of Domestic Products: The Mediating Effects of Consumer Ethnocentrism and Domestic Product Judgments. Behavioral Sciences, 13(6), 453. https://doi.org/10.3390/bs13060453
Katundu, M. A., & Gabagambi, D. M. (2014). Demographic Determinants of Tanzanian Graduates’ Entrepreneurial Entry Intentions: The Case of University of Dar-Es-Salaam. Research Journal of Economics, Business and ICT, 9(1).
Kementerian Kesehatan RI. (2017, February). Kemenkes Kembangkan Pengobatan Tradisional. MediaKom. https://perpustakaan.poltekkesternate.net/index.php?p=show_detail&id=19104
Kotler, P., Keller, K. L., Molan, B., & Sarwiji, B. (2008). Manajemen pemasaran (Terjemahan). Indeks.
Kurniawan, D. W., & Ikhsanudin, A. (2020). Potential of Jamu in Nanotechnology Perspective as an Alternative Treatment for Covid-19. Pharmaceutical Sciences and Research, 7(3), 123–131. https://doi.org/10.7454/psr.v7i3.1082
Lassoued, R., Music, J., Charlebois, S., & Smyth, S. J. (2023). Canadian Consumers’ Perceptions of Sustainability of Food Innovations. Sustainability, 15(8), 6431. https://doi.org/10.3390/su15086431
Ma, L., Li, Z., & Zheng, D. (2022). Analysis of Chinese consumers’ willingness and behavioral change to purchase Green agri-food product online. PLOS ONE, 17(4), e0265887. https://doi.org/10.1371/journal.pone.0265887
Nur Hayati, S., Apriyana, W., Rosyida, V. T., Indrianingsih, A. W., Nisa, K., Ratih, D., & Indirayati, N. (2019). Pre – Formulation and Evaluation of Jamu Uyup – Uyup (an Indonesian Herbal Galactogogue). IOP Conference Series: Earth and Environmental Science, 251, 012022. https://doi.org/10.1088/1755-1315/251/1/012022
Purwoko, P., & Wijaya, T. (2019). Consumer Value and Lifestyle as a Predictor of Herbal Medicine Purchase Intention in Surakarta-Indonesia. Global Journal of Health Science, 11(4), 69. https://doi.org/10.5539/gjhs.v11n4p69
Rajasekaran, B., & Marimuthu, P. (2018). A Study on Buying Behavior of Herbal Product in Tiruppur District. Journal of Emerging Technologies and Innovative Research, 5(11).
Rashid, N., Gbedomon, R. C., Ahmad, M., Salako, V. K., Zafar, M., & Malik, K. (2018). Traditional knowledge on herbal drinks among indigenous communities in Azad Jammu and Kashmir, Pakistan. Journal of Ethnobiology and Ethnomedicine, 14, 16. https://doi.org/10.1186/s13002-018-0217-8
Sadeli, A. H., Perdana, T., Deliana, Y., & Onggo, B. S. (2023). Consumers’ purchase behavior in short food supply chains using social commerce in Indonesia. Journal of Cleaner Production, 386, 135812. https://doi.org/10.1016/j.jclepro.2022.135812
Sharma, M., Rana, R., Tripathi, S., & Kumar, A. (2020). The study of impulse buying behavior in context with age, gender and marital status. The International Journal of Indian Psychology, 8(4).
Shevchenko, T., Saidani, M., Ranjbari, M., Kronenberg, J., Danko, Y., & Laitala, K. (2023). Consumer behavior in the circular economy: Developing a product-centric framework. Journal of Cleaner Production, 384, 135568. https://doi.org/10.1016/j.jclepro.2022.135568
Singh, J. (2020). A Study on Impact of Age and Marital Status on E-Shopping of Apparels. International Journal of Advanced Research in Commerce, Management & Social Science (IJARCMSS), 3(2), 294–298.
Srinivasan, Srivastava, R. K., & Bhanot, S. (2015). Impact of Marital Status on Purchase Behaviour of Luxury Brands. IOSR Journal of Business and Management (IOSR-JBM), 17(7), 82–93.
Tassell, C., & Aurisicchio, M. (2023). Refill at home for fast-moving consumer goods: Uncovering compliant and divergent consumer behaviour. Sustainable Production and Consumption, 39(November 2022), 63–78. https://doi.org/10.1016/j.spc.2023.04.018
Ufer, D., Lin, W., & Ortega, D. L. (2019). Personality traits and preferences for specialty coffee: Results from a coffee shop field experiment. Food Research International, 125, 108504. https://doi.org/10.1016/j.foodres.2019.108504
Zulfikar, R., Mayvita, P. A., & Purboyo, P. (2020). Pengaruh Demografis Terhadap Tingkat Preferensi, Kepuasan Dan Persepsi Risiko Masyarakat Pada Produk Hijau Di Sektor Obat Tradisional. EKUITAS (Jurnal Ekonomi Dan Keuangan), 3(2), 168–187. https://doi.org/10.24034/j25485024.y2019.v3.i2.4049
Downloads
Published
Issue
Section
License
JBTI : Jurnal Bisnis : Teori dan Implementasi is licensed under 
Creative Commons Attribution Attribution-NonCommercial-NoDerivatives 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution Attribution-NonCommercial-NoDerivatives 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) before and during the submission process, as it can lead to productive exchanges and earlier and greater citation of published work (See The Effect of Open Access).
