PENGARUH BUDAYA, PERSEPSI, DAN KEPERCAYAAN TERHADAP KEPUTUSAN PEMBELIAN OBAT HERBAL

Marwati Marwati, Amidi Amidi

Abstract


Along with the high cost of obtaining medical drugs, people find the option to
use herbal (non-medical) drugs. However, community acceptance of both
types of treatment does not seem to be the same. This research was
conducted to determine the influence of culture, perceptions, and confidence
in the purchase decision of herbal medicines.
In this study associative design was used by developing three variables
(culture, perception, and trust) that were related to the decision to buy herbal
medicines. The sample was determined to be 208 people taken by cluster
sampling. The data used is primary data with questionnaire data collection
method. The data is then analyzed with multiple linear regression
techniques.
The results of the study prove that there are significant effects both
simultaneously and partially, culture, perception, and trust in the decision to
purchase herbal medicines.


Keywords


culture, perception, trust, purchase decision

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References


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DOI: https://doi.org/10.32502/jimn.v7i2.1567

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