A STUDY OF FACTOR INFLUENCING PURCHASE INTENTION OF DIABETIC PATIENTS TOWARDS HERBAL MEDICINE AMONGST DIABETIC PATIENTS

• Main Author: Anabella Khairunnisa, Nyimas
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/67057
• Institution: Institut Teknologi Bandung

Indonesia is the fourth most populated country with 6.2% of diabetic patients. more people had sought alternative treatment, The interest in alternative therapies medicine to view the challenge of scientifically valid cultural ingredients. Herbal remedies are perceived as beneficial, free of side effects and complementary to Western medicines. Companies are trying to improve the market's purchase intention of their brand by intensifying their marketing and using strategic marketing methods. This research aims to analyse the factors that influence diabetic patients' purchase intention about herbal medicine. In this research, the methods used are in-depth-interview and quantitative by distributing questionnaires online to gather data from 219 respondents of diabetic patients with criteria of being diabetic, age 20-60 years old, and live in Indonesia. Research uses judgemental sampling methods for the analysis. This research utilised the Multi Linear Regression method through SPSS software The results of variable analysis from the informant’s explanation are divided into eight subjects: quality of product, source of information, need, experience or knowledge, access to product, packaging, halal, and price. This study can help the herbal business industry to propose a more strategic marketing strategy that can help to enhance the customer loyalty toward customer behavior, advertising, provide product quality, and create marketing activities that increase the customer purchase intention. Keywords: Herbal, Medicine, Diabetic, Purchase Intention, patient, market