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

Abstract

AbstractThe 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.