THE RELATIONSHIP OF HEALTH CONSCIOUSNESS AND PRODUCT SAFETY ON ATTITUDES AND PURCHASE INTENTION TOWARDS JAMU AS AN INDONESIAN TRADITIONAL MEDICINE
Date
2012-08-04Author
Rahmawati, Evy Anggraeni
Divinagracia, Maria Rochelle
Sondakh, Oliandes
Metadata
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ABSTRACT
Jamu has been used from generation to
generation in Indonesia. When modern medications
gained popularity in Indonesia, and the people’s
perspective changed and doubted the health effects and
safety of traditional medicine such as jamu, this
phenomenon might have eliminated jamu in Indonesia
especially from young educated people era. Two hundred
fifty randomly-selected university students in Universitas
Pelita Harapan Surabaya was being selected as the
respondents for this research. The study determined if the
young educated university students considered Health
Consciousness and Product Safety as influencers in the
intention to purchase jamu product. Results from t-tests
and path analysis showed that health consciousness
significantly affected the attitude toward jamu product.
Product safety also significantly affected the attitude
toward jamu product. Health consciousness was found to
have a direct effect on the intention to purchase jamu
product, while attitude fulfilled its role as an intervening
variable between product safety and intention to purchase
jamu product. The researcher recommends to add more
variables for future research and to focus on education
and promotion in order to attract more customers for
jamu products.