Improve the quality of aroma and taste

Oct 13, 2025 by wbrum.org 89 views

Analysis of Consumer Preferences for Acid Turmeric Jamu: A Case Study in Sari Rejo Village, Medan Polonia District, Medan City

Introduction

In recent years, the demand for traditional herbal medicine, also known as jamu, has been increasing in Indonesia. One of the most popular types of jamu is acid turmeric, which is known for its health benefits and unique flavor. However, the success of acid turmeric jamu depends on various factors, including consumer preferences. This study aims to analyze the consumer preferences for acid turmeric jamu in Sari Rejo Village, Medan Polonia District, Medan City, and identify the key attributes that influence consumer purchasing decisions.

Background

Acid turmeric jamu is a traditional herbal medicine made from a combination of turmeric, ginger, and other herbs. It is known for its health benefits, including reducing inflammation, improving digestion, and boosting the immune system. However, the quality and taste of acid turmeric jamu can vary greatly depending on the producer and the ingredients used. In recent years, there has been a growing demand for high-quality acid turmeric jamu that meets the needs of consumers.

Research Methodology

This study used a conjoint analysis method to understand how consumers evaluate various attributes of acid turmeric jamu. The analyzed attributes included taste, aroma, method of presentation, volume, and price. The study was conducted in Sari Rejo Village, Medan Polonia District, Medan City, and involved a sample of 100 consumers who were asked to evaluate various combinations of attributes.

Research Results

The results of the study showed that the most important attributes for consumers in choosing acid turmeric jamu are:

Aroma: 25.182%
Taste: 22,467%
Volume: 21.727%
Price: 21.165%
Method of presentation: 9.458%

The combination of attributes most liked by consumers is herbal medicine with a sweet and sour taste, a medium aroma, the way of serving with a glass size of 250 ml, and the price between Rp.3,000 to Rp.5,000.

Additional Analysis and Explanation

The results of the study suggest that consumers are very concerned about the aroma of acid turmeric jamu. A pleasant aroma can affect the consumption experience and determine their preferences. In addition to aroma, taste is also an important attribute, which shows that consumers are not only looking for health benefits from herbal medicine, but also a pleasant taste experience.

The volume and price also play a significant role in the purchasing decision. In the context of consumers in Sari Rejo Village, affordable prices under Rp.5,000 are important considerations, indicating that this market segment tends to be sensitive to prices. Therefore, herbal medicine producers need to ensure that their products are not only quality but also competing in prices.

The way of presenting becomes an attribute with the lowest interests, but cannot be ignored. An attractive presentation can be an added value, although it is not as important as the aroma, taste, and price. This shows that although the aesthetics of products are important, the quality of taste and aroma remains the main focus of consumers.

Conclusion

This study provides valuable insights for acid turmeric jamu producers about what is sought by consumers. By paying attention to priority attributes, producers can develop more effective marketing strategies, including product innovations and attractive price settings. Improving the quality of aroma and taste, while maintaining competitive prices, can be an important step to attract more consumers in an increasingly competitive market.

Recommendations

Based on the results of the study, the following recommendations are made:

Improve the quality of aroma and taste: Producers should focus on improving the quality of aroma and taste of acid turmeric jamu to meet the needs of consumers.
Develop attractive packaging: Producers should develop attractive packaging that can add value to their products, although it is not as important as the aroma, taste, and price.
Compete in prices: Producers should ensure that their products are competing in prices to meet the needs of consumers in Sari Rejo Village.
Develop product innovations: Producers should develop product innovations that can meet the needs of consumers, such as new flavors and packaging.

Limitations

This study has several limitations, including:

Sample size: The sample size of the study was limited to 100 consumers, which may not be representative of the entire population.
Attribute selection: The attributes selected for the study may not be exhaustive, and other attributes may be important for consumers.
Methodology: The conjoint analysis method used in the study may not be the most effective method for understanding consumer preferences.

Future Research Directions

Future research should focus on:

Understanding consumer preferences in other markets: The study should be replicated in other markets to understand consumer preferences in different contexts.
Developing new product innovations: Producers should develop new product innovations that can meet the needs of consumers.
Improving the quality of aroma and taste: Producers should focus on improving the quality of aroma and taste of acid turmeric jamu to meet the needs of consumers.

References

Ditia Endah Swari. (2022). Consumer Preference Analysis of Acid Turmeric Herbal Medicine.
Ir. Yusak Maryunianta, M.Sc. (2022). Chair of the Commission.
Dr. Rulianda P. Wibowo, Sp., M.Ec. (2022). Member of the Commission.

Appendix

The appendix includes the following:

Questionnaire: The questionnaire used in the study to collect data from consumers.
Data analysis: The data analysis used in the study to understand consumer preferences.
Results: The results of the study, including the combination of attributes most liked by consumers.
Frequently Asked Questions (FAQs) about Consumer Preferences for Acid Turmeric Jamu

Q: What is acid turmeric jamu?

A: Acid turmeric jamu is a traditional herbal medicine made from a combination of turmeric, ginger, and other herbs. It is known for its health benefits, including reducing inflammation, improving digestion, and boosting the immune system.

Q: What are the key attributes that influence consumer purchasing decisions for acid turmeric jamu?

A: The key attributes that influence consumer purchasing decisions for acid turmeric jamu are:

Aroma: 25.182%
Taste: 22,467%
Volume: 21.727%
Price: 21.165%
Method of presentation: 9.458%

Q: What is the most liked combination of attributes by consumers?

A: The most liked combination of attributes by consumers is herbal medicine with a sweet and sour taste, a medium aroma, the way of serving with a glass size of 250 ml, and the price between Rp.3,000 to Rp.5,000.

Q: Why is aroma an important attribute for consumers?

A: Aroma is an important attribute for consumers because a pleasant aroma can affect the consumption experience and determine their preferences.

Q: Why is taste an important attribute for consumers?

A: Taste is an important attribute for consumers because they are not only looking for health benefits from herbal medicine, but also a pleasant taste experience.

Q: Why is volume an important attribute for consumers?

A: Volume is an important attribute for consumers because it affects the quantity of the product and the price.

Q: Why is price an important attribute for consumers?

A: Price is an important attribute for consumers because it affects their purchasing decision and their willingness to pay.

Q: Why is method of presentation an important attribute for consumers?

A: Method of presentation is an important attribute for consumers because it affects the aesthetics of the product and the overall experience.

Q: What are the implications of the study for acid turmeric jamu producers?

A: The study has several implications for acid turmeric jamu producers, including:

Improving the quality of aroma and taste: Producers should focus on improving the quality of aroma and taste of acid turmeric jamu to meet the needs of consumers.
Developing attractive packaging: Producers should develop attractive packaging that can add value to their products.
Competing in prices: Producers should ensure that their products are competing in prices to meet the needs of consumers in Sari Rejo Village.
Developing product innovations: Producers should develop product innovations that can meet the needs of consumers, such as new flavors and packaging.

Q: What are the limitations of the study?

A: The study has several limitations, including:

Sample size: The sample size of the study was limited to 100 consumers, which may not be representative of the entire population.
Attribute selection: The attributes selected for the study may not be exhaustive, and other attributes may be important for consumers.
Methodology: The conjoint analysis method used in the study may not be the most effective method for understanding consumer preferences.

Q: What are the future research directions?

A: Future research should focus on:

Understanding consumer preferences in other markets: The study should be replicated in other markets to understand consumer preferences in different contexts.
Developing new product innovations: Producers should develop new product innovations that can meet the needs of consumers.
Improving the quality of aroma and taste: Producers should focus on improving the quality of aroma and taste of acid turmeric jamu to meet the needs of consumers.

Q: What are the references used in the study?

A: The references used in the study are:

Ditia Endah Swari. (2022). Consumer Preference Analysis of Acid Turmeric Herbal Medicine.
Ir. Yusak Maryunianta, M.Sc. (2022). Chair of the Commission.
Dr. Rulianda P. Wibowo, Sp., M.Ec. (2022). Member of the Commission.

Q: What is the appendix of the study?

A: The appendix of the study includes:

Questionnaire: The questionnaire used in the study to collect data from consumers.
Data analysis: The data analysis used in the study to understand consumer preferences.
Results: The results of the study, including the combination of attributes most liked by consumers.