PENGARUH SIKAP DAN NORMA SUBJEKTIF TERHADAP NIAT MENGGUNAKAN PRODUK OBAT HERBAL DI KOTA BANJARMASIN
The trend of herbal medicines usage in Indonesia was increasing from year by year. Banjarmasin was a city with the highest number of authorized pharmacises and licensed drug stores in South Kalimantan. Pharmacies and drug stores are strategic locations for marketing of herbal medicines. Marketing st...
| Main Authors: | , |
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| Format: | Article |
| Language: | Indonesian |
| Published: |
Akademi Farmasi ISFI Banjarmasin
2018-10-01
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| Series: | JIIS: Jurnal Ilmiah Ibnu Sina |
| Subjects: | |
| Online Access: | http://jiis.akfar-isfibjm.ac.id/index.php/JIIS/article/view/179/180 |
| Summary: | The trend of herbal medicines usage in Indonesia was increasing from year by year. Banjarmasin was a city with the highest number of authorized pharmacises and licensed drug stores in South Kalimantan. Pharmacies and drug stores are strategic locations for marketing of herbal medicines. Marketing strategies for herbal medicine products are important for the drug industry to expand market share, one of them is by studying consumer needs. Assessment of consumer needs about the usage of herbal medicines can be tested with the Theory of Reasoned Action
(TRA).
This research was an observational analytic study with cross-sectional study design. The sample in this study were 100 respondents with the criteria of consumers who live in Banjarmasin, aged 18 – 60 years and had consumed herbal medicine. The instruments of this research were salient beliefs and TRA model questionnaire. The data was analyzed by using IBM SPSS Statistics 22.0 for validity and reliability test, the classical assumption test (normality, heteroskedasticity, multicollinearity) and multiple linear regression test followed by t-test and F test.
Based on this research showed that there was simultaneous effect of attitude and subjective norm on consumer intention in using herbal medicine with sig. 0.000 (p<0,05), F-value 11.703 (Fvalue>Ftable). Partially, attitude variable influenced significantly with sig. 0,000 (p<0,05), t-value 3,947 (tvalue>ttable) and subjective norm variable was not significantly influenced the intention variable of consumers with sig. 0.381 (p>0.05), t value 0.881 (tvalue<ttable).
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| ISSN: | 2502-647X 2503-1902 |