• ISSN: 2301-3567
    • Frequency: Quarterly (2013-2014); Monthly (Since 2015)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms Jessica C. Xiao
    • Abstracting/ Indexing: DOAJ, Engineering & Technology Library,  Electronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, Crossref, and ProQuest.
    • E-mail: joebm@ejournal.net
JOEBM 2016 Vol.4(3): 235-238 ISSN: 2301-3567
DOI: 10.7763/JOEBM.2016.V4.396

The Influence of Demographic, Social System, Communication System, and Herbal Characteristics on Purchase Decisions of Herbal Medicine in Indonesia

Angga P. Kautsar, Moniek Ayunovani F. S., and Emma Surahman
Abstract— Indonesia is very notable for its natural richness where its use is highly beneficial in the pharmacotherapy. Its products are made as herbal medicine (herbs, standardized herbal medicine, and fitofarmaka). Purchase decision is an important part of marketing process; therefore need to explore the relationship between several variables, such demographic, social system, communication system, and herbal characteristics that influence to it. The objective of this research was to determine usage profiles and some variables that influence the purchase decision of herbal medicine in Indonesia. Using a method of cross-sectional, survey was conducted to 150 villagers in West Java, the province known with large production of herbal medicine, with random data sampling. Profiles were shown by descriptive analysis, while the influence was determined by PLS. The results showed that 70% of people using herbs, 20% using standardized herbal medicine and 1.3% using fitofarmaka. Social system and herbal characteristics showed significant influence on purchase decision of herbal medicines, on the other hand demographics and communication system didn’t show positive influence.

Index Terms— Herbal medicine, demographic, social system, communication system, herbal characteristics, purchase decision.

The authors are with the Padjadjaran University, Faculty of Pharmacy, Bandung, Indonesia (e-mail: anggapk@unpad.ac.id).

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Cite: Angga P. Kautsar, Moniek Ayunovani F. S., and Emma Surahman, " The Influence of Demographic, Social System, Communication System, and Herbal Characteristics on Purchase Decisions of Herbal Medicine in Indonesia," Journal of Economics, Business and Management vol. 4, no. 3, pp. 235-238, 2016.

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