THE RELATIONSHIP OF HEALTH CONSCIOUSNESS AND PRODUCT SAFETY ON ATTITUDES AND PURCHASE INTENTION TOWARDS JAMU AS AN INDONESIAN TRADITIONAL MEDICINE

Abstract

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.