Study On Consumer Behavior And Purchase Of Herbal Medicine Based On The Marketing Mix

Abstract

The demand for herbal medicines in Indonesia is motivated by changes in the environment, human lifestyles, and the development of disease patterns. Herbal medicine is considered not to have a negative impact on health because it does not contain chemicals. The increasing demand for herbal medicines, especially in Indonesia, has become a promising business opportunity in developing the processing industry, so that many herbal medicine manufacturers have sprung up. Consumers basically buy herbal medicines to satisfy various wants and needs. For companies engaged in the herbal medicine industry, they are required to implement a marketing mix as one of the tools of marketing management to be able to realize the fulfilment of consumer needs. Variables in the marketing mix, namely product, price, promotion and distribution have an important role as a strategy for companies to meet consumer needs and desires. This study involved consumers of herbal medicines as respondents. The population in this study were all consumers in the city of Malang who made purchases of herbal medicines for the last one-year period. In this study, the sampling technique used was purposive sampling. The sample is set at 100 respondents. Data analysis using multiple linear regression analysis, validity test, reliability test, classical assumption test, F test, t test, and analysis of the coefficient of determination. The results of the study stated that all elements of the marketing mix had a significant effect partially and simultaneously on purchasing decisions for herbal medicines. Product is a variable that has a dominant influence on purchasing decisions of herbal medicines.