Pengetahuan Vs Keputusan Pembelian: Mengungkap Pengaruh Tolak Angin dalam Dunia Herbal
DOI:
https://doi.org/10.46975/bev8ma64Keywords:
Consumer Knowledge, Purchasing Decisions, Herbal Product, Tolak AnginAbstract
The purpose of this research is to study how consumers' knowledge affects their decision to purchase herbal products, specifically Tolak Angin, which is a very popular traditional medicine in Indonesia. Data was collected from customers who have purchased herbal products in the past three months using a quantitative approach and cross-sectional survey design. The research measured consumers' knowledge of herbal products based on what they know about their benefits, composition, and how they work. The results showed that good knowledge about herbal products plays a big role in consumers' decision to buy the products. These results are expected to help manufacturers and marketers develop better marketing strategies for herbal products and improve consumers' understanding of the health benefits of these products.
References
Albers, N., Neerincx, M., & Brinkman, W.-P. (2022). Addressing people’s current and future states in a reinforcement learning algorithm for persuading to quit smoking and to be physically active. PLOS ONE, 17(12), e0277295. Retrieved from https://doi.org/10.1371/journal.pone.0277295.
Aisyah, S., & Harto, B. (2024). Analisis Customer Journey dalam Meningkatkan Customer Experience Pelanggan di Fore Coffee Shop yang Berbasis Teknologi.
Benchoufi, M., Matzner-Lober, E., Molinari, N., Jannot, A. S., & Soyer, P. (2020). Interobserver agreement issues in radiology. Diagnostic and Interventional Imaging, 101(10), 639-641. doi:https://doi.org/10.1016/j.diii.2020.09.001
Brand. (2024). Atau cari berdasarkan nama Brand saja. Top Brand Awards. Diambil kembali dari https://www.topbrand-award.com/komparasi_brand/bandingkan?id_award=1&id_kategori=13&id_subkategori=244&tahun_awal=2020&tahun_akhir=2024&brand1=Antangin&brand2=Bintang%2520Toedjoe&brand3=Tolak%2520Angin%2520Sidomuncul.
Budi Harto, Abdul Rozak, & Arief Yanto Rukmana. (2021). Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image. ATRABIS: Jurnal Administrasi Bisnis (e-Journal), 7(1), 67–74. https://doi.org/10.38204/atrabis.v7i1.546
Budi Harto, Ning Wahyuni, & Teti Sumarni. (2021). Optimizing The Brand Awareness of Gaia Daily and Zuist Leather MSME Through The Go Online System. Jurnal Pemberdayaan: Publikasi Hasil Pengabdian Kepada Masyarakat, 5(1), 45–51.
Budi Harto, Panji Pramuditha, Arief Yanto Rukmana, Harnavela Sofyan, Hana Rengganawati, Andina Dwijayanti, & Teti Sumarni. (2023). Strategi Social Media Marketing Melalui Dukungan Teknologi Informasi dalam Kajian Kualitatif Pada UMKM Kota Bandung. KOMVERSAL, 5(2), 244–261. https://doi.org/10.38204/komversal.v5i2.1499
Chang, Y.-C., & Huang, L.-C. (2019). The Effect of Product Knowledge and Risk Perception on Consumers’ Online Word-of -Mouth Search Behavior for the Bio-Agricultural Products–in the Case of Ganoderma Dietary Supplements. International Journal of Environment, Agriculture and Biotechnology, 261–278. Retrieved from https://doi.org/10.22161/ijeab/4.2.4
Dyah Nurhayati, A., Ghaissani, S. S., Sa’adah, N. N., Setiawan , E., Ashuri, N. M., Abdulgani, N., . . . Prasetyo, D. (2022). Produk Herbal Ramah Lingkungan di Desa Oro-oro Ombo- Batu Malang, Provinsi Jawa Timur Dalam Upaya Peningkatan Produktivitas Masyarakat. Sewagati, 6(4), 1-14. doi:https://doi.org/10.12962/j26139960.v6i4.98
Engel, J., Hantrakul, L., Gu, C., & Roberts, A. (2020). DDSP: Differentiable Digital Signal Processing (No. arXiv:2001.04643). arXiv. doi:https://doi.org/10.48550/arXiv.2001.04643
Hanifah, A., Octaviani, T., Riono, S. B., Syaifulloh, M., & Ikhwan, S. (2023). Pengaruh Kesadaran Merek, Asosiasi Merek, Kualitas Produk Dan Harga Terhadap Loyalitas Pelanggan Pada Produk Jamu Tolak Angin Cair Di Toko Nirmala Brebes. Jurnal of Management and Social Sciences, 76–95. doi:https://doi.org/10.59031/jmsc.v1i4.362
Harto, B., Juliawati, P., Dwijayanti, A., Widia, T., Suyoto, Y. T., Ariawan, J., & Hendy Tanndy. (2022). Peran Promosi, Eco Friendly Packaging Dan Harga dalam Mempengaruhi Keputusan Pembelian Pelanggan Produk Ritel Kopi Susu. 6(3). 6(3).
Harto, B., Rozak, A., & Rukmana, A. Y. (2021). Strategi Marketing Belah Doeren Melalui Digital Marketing Terhadap Keputusan Pembelian Dimediasi Brand Image. ATRABIS: Jurnal Administrasi Bisnis, 7(1), 67–74. doi:https://doi.org/10.38204/atrabis.v7i1.546
Harto, B., & Taufikurachman, C. (2020). Utilization of Go Online System on Increasing Awareness in Awie Bah Akim Brand. Proceedings of the Proceedings of the 3rd International Conference on Economic and Social Science, ICON-ESS, 17–18 October 2018, Banda Aceh, Indonesia. Proceedings of the 3rd International Conference on Economic and Social Science, ICON-ESS, 17–18 October 2018, Banda Aceh, Indonesia, Banda Aceh, Indonesia. https://doi.org/10.4108/eai.17-10-2018.2294271
Harto, B. & Waryani. (2019). Optimizing the Development of Rangicok Product Innovations in the Banjar Sub-district, Banjar City [Optimalisasi Pengembangan Inovasi Produk Rangicok di Kelurahan Banjar Kota Banjar]. Proceeding of Community Development, 2, 552–557. https://doi.org/10.30874/comdev.2018.217
Hawa, N. A., Harto, B., & Pramudhita, P. (2023). Efektifitas Komunikasi Pemasaran Bisnis UMKM Melalui Fitur Reels Instagram. KOMVERSIAL, 5(1), 40–51. doi:https://doi.org/10.38204/komversal.v5i1.1204
Hikmah, S. N., & Saputra, V. H. (2023). Korelasi Motivasi Belajar dan Pemahaman Matematis terhadap Hasil Belajar Matematika. MATHEMA: JURNAL PENDIDIKAN MATEMATIKA, 5(1), 42. https://doi.org/10.33365/jm.v5i1.2552
Hussain, N. (2023). Evaluation of consumer’s knowledge, attitude, practice towards herbal tea consumption, preparation and their association with demographic profile.
Jannah, R., Jenitalia, N. A., & Halijah, S. (2023). Analisis Mengenai Strategi Pemasaran Dan Internasionalisasi: Studi Literatur Pada Pt Sido Muncul TBK. 1(1).
Lorinda, I. P. (2023). Pengaruh Kualitas Produk, Iklan dan Citra Merek terhadap Keputusan Pembelian Produk Tolak Angin Sidomuncul di Kota Semarang. MBIA, 22(1), 53–64. Retrieved from https://doi.org/10.33557/mbia.v22i1.2238
Mavilinda, E. S., & Susanti, A. (2022). Pengaruh Kualitas Produk, Inovasi Produk Dan Brand Image Terhadap Keputusan Pembelian Tolak Angin Pada Masa Pandemi Di Surakarta. 10.
Nandhita Ahsanul Hawa, Budi Harto, & Panji Pramuditha. (2023). Efektifitas Komunikasi Pemasaran Bisnis UMKM Melalui Fitur Reels Instagram. KOMVERSAL, 5(1), 40–51. https://doi.org/10.38204/komversal.v5i1.1204.
Nivetha, T., Uma, K., & Olive, P. (2020). A Study on Consumer Purchasing Behavior towards Herbal Products using Theory of Planned Behavior (TPB). International Journal of Current Microbiology and Applied Sciences, 9(8), 3290–3296. doi:https://doi.org/10.20546/ijcmas.2020.908.376
Nunnally, M., Ferrer, R., Martin, G., Martin-Loeches, I., Machado, F., Backer, D. D., . . . For the Surviving Sepsis Campaign Reasearch Commit. (2021). The Surviving Sepsis Campaign: Research priorities for the administration, epidemiology, scoring and identification of sepsis. Intensive Care Medicine Experimental, 9(1), 34. doi:https://doi.org/10.1186/s40635-021-00400-z
Prabawani, B. (2017). Jamu Brand Indonesia: Consumer Preferences And Segmentation. Archives of Business Research, 5(3),. 80-94.
Rachim, J. J. (2023). Consumer Knowledge and Perception in Purchasing Decisions for East Belitung Teran Honey. International Journal of Magistravitae Management, 1(1), 32–42. Diambil kembali dari https://doi.org/10.33019/ijomm.v1i1.3
Ribeiro, R. E., Oliveira, P. H., Moura, K. B., Abreu, C. R., Ribeiro Filho, C. A., Monteiro, L. F., & Pontes Barbosa, D. J. (2021). Factors that influence the purchasing behavior of the consumer of natural products. Independent Journal of Management & Production, 979-996. doi:10.14807/ijmp.v12i4.1358
Rusniati, R., & Rahmawati, R. (t.thn.). Green Product : Pengaruh Pengetahuan Produk, Pengetahuan Pembelian Dan Pengetahuan Pemakaian Terhadap Keputusan Pembelian. 19(1).
Subagiyo, A., AfdhaL, A. F., & Derriawan, D. (2020). The Influence of Product Upgrading and Quality on Customer Satisfaction and its Impact on Consumer Loyalty Standardized Herbal Medicine (Research on Tolak Angin Sido Muncul Product in DKI Jakarta). International Journal of Health & Medical Sciences., 3(1), 136-145. doi:10.31295/ijhms.v3n1.330
Susanti & Budi Harto. (2024). Pengaruh Autentisitas Storytelling Influencer Instagram Terhadap Brand Awareness Roti Lokal Bandung. INNOVATIVE: Journal Of Social Science Research, 4(2), 3600–3616. https://doi.org/10.31004/innovative.v4i2.9736
Teti Sumarni, Budi Harto, Prima Vandayani, Poniah Juliawati, & Anna Noviana. (2024). Pendampingan Digital Marketing sebagai Katalis Transformasi Digital Melalui Integrasi E-Commerce dan Media Sosial untuk UMKM Tas Rajut Ibu Iyat dan Basreng Mang Oman. Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi dan Perubahan, 4(5), 81–89. https://doi.org/10.59818/jpm.v4i5.834
Trie Andari Ratna Widyastuti, Loso Judijanto, Arief Yanto Rukmana, Panji Pramuditha, Budi Harto, Sri Yani Kusumastuti, Nadia Dwi Irmadiani, Kelvin, & Ucok Binanga Nasution. (2024). PRODUK DIGITAL (Revolusi Produk Digital dan Inovasi di Era Teknologi). PT. Sonpedia Publishing Indonesia. www.buku.sonpedia.com
Widyaningtyas, D., Untoro, W., Setiawan, A. I., & Wahyudi, L. (2021). Disentangling the Effects of Attitudes and Health on Consumer Purchase Intention Towards Herbal Products: Proceedings of the International Conference on Health and Medical Sciences (AHMS 2020). International Conference on Health and Medical Sciences (AHMS 2020). Yogyakarta, Indonesia. Retrieved from https://doi.org/10.2991/ahsr.k.210127.008
