Increase awareness about health benefits and product quality

Oct 13, 2025 by wbrum.org 149 views

The Influence of Consumer Perceptions and Characteristics on the Satisfaction of the Use of Traditional Medicinal Plants in the City of Medan

Introduction

The use of traditional medicinal plants has been a long-standing practice in many parts of the world, including Indonesia. In recent years, the trend of consumption of chemical drugs in Indonesia has shown fluctuations, while the consumption of solid traditional medicines has increased. This phenomenon raises the question: What drives the community, especially in the city of Medan, to choose traditional medicine? This study aims to reveal the effect of consumer perceptions and characteristics on the satisfaction of the use of traditional medicinal plants in the city of Medan.

Background

The use of traditional medicinal plants has been a part of the cultural heritage of many communities, including the city of Medan. Traditional medicinal plants have been used for centuries to treat various health conditions, and their use has been passed down from generation to generation. However, the use of traditional medicinal plants has been declining in recent years, as more people have turned to chemical drugs for their health needs. This study aims to explore the factors that influence the satisfaction of the use of traditional medicinal plants in the city of Medan.

Methodology

This study used a binomial logit regression analysis to break down the data collected. The data was collected through a survey of consumers in the city of Medan, and the survey instrument was designed to capture the perceptions and characteristics of consumers. The survey instrument consisted of a series of questions that asked consumers about their perceptions of the health benefits and product quality of traditional medicinal plants, as well as their socioeconomic characteristics.

Results

The results of this study showed that consumer perception had a significant influence on the satisfaction of the use of traditional medicinal plants. The two main factors that played a role were Health Benefits and Product Quality.

Health Benefits (X1): This variable had a 7% marginal effect, meaning that every increase in perception of the health benefits of traditional medicinal plants increased customer satisfaction by 7%.

Product Quality (X2): This variable had a 4% marginal effect, which showed that every increase in perception of the quality of traditional medicinal plants increased customer satisfaction by 4%.

In addition to perception, the socioeconomic characteristics of consumers also had a significant influence on the satisfaction of the use of traditional medicinal plants. This study found that age, sex, household income, and knowledge played an important role in determining the level of satisfaction.

Age (X1): This variable had an odds ratio of 1.4%, meaning that older consumers had a tendency of 1.4% higher to feel satisfied with the use of traditional medicinal plants compared to younger consumers.

Gender (X2): This variable had a 13% marginal effect, which showed that sex differences had a considerable influence on consumer satisfaction, with a higher influence on one sex.

Household Income (X4): This variable had a 5.7% marginal effect, which showed that the level of household income had a positive influence on the satisfaction of the use of traditional medicine plants.

Knowledge (X5): This variable had an 18% marginal effect, which showed that the higher consumer knowledge about traditional medicinal plants, the higher their satisfaction.

Implications and Suggestions

The results of this study have important implications for producers and marketers of traditional medicinal plants in the city of Medan. Increasing awareness about health benefits and product quality is very important to increase customer satisfaction. In addition, a marketing strategy that targets certain age groups, gender, and income level can increase the effectiveness of marketing campaigns. Increasing consumer knowledge about traditional medicinal plants through educational programs is also important to build trust and increase consumer satisfaction.

This study opens opportunities for further studies that explore other factors that affect the satisfaction of the use of traditional medicinal plants, such as accessibility, price, and treatment preferences. Understanding these factors in depth will help in developing more effective strategies to encourage the use of traditional medicinal plants in the city of Medan and surrounding areas.

Conclusion

This study aimed to reveal the effect of consumer perceptions and characteristics on the satisfaction of the use of traditional medicinal plants in the city of Medan. The results showed that consumer perception had a significant influence on the satisfaction of the use of traditional medicinal plants, with health benefits and product quality being the two main factors that played a role. In addition, the socioeconomic characteristics of consumers, including age, sex, household income, and knowledge, also had a significant influence on the satisfaction of the use of traditional medicinal plants. The implications of this study are important for producers and marketers of traditional medicinal plants in the city of Medan, and highlight the need for increasing awareness about health benefits and product quality, as well as targeting certain age groups, gender, and income level in marketing campaigns.

Recommendations

Based on the findings of this study, the following recommendations are made:

Increase awareness about health benefits and product quality: Producers and marketers of traditional medicinal plants should increase awareness about the health benefits and product quality of their products to increase customer satisfaction.
Target certain age groups, gender, and income level: Marketing campaigns should target certain age groups, gender, and income level to increase the effectiveness of marketing campaigns.
Increase consumer knowledge about traditional medicinal plants: Educational programs should be implemented to increase consumer knowledge about traditional medicinal plants and build trust and increase consumer satisfaction.
Explore other factors that affect the satisfaction of the use of traditional medicinal plants: Further studies should be conducted to explore other factors that affect the satisfaction of the use of traditional medicinal plants, such as accessibility, price, and treatment preferences.

By implementing these recommendations, producers and marketers of traditional medicinal plants in the city of Medan can increase customer satisfaction and encourage the use of traditional medicinal plants in the city and surrounding areas.
Frequently Asked Questions (FAQs) about the Influence of Consumer Perceptions and Characteristics on the Satisfaction of the Use of Traditional Medicinal Plants in the City of Medan

Q: What is the main objective of this study?

A: The main objective of this study is to reveal the effect of consumer perceptions and characteristics on the satisfaction of the use of traditional medicinal plants in the city of Medan.

Q: What are the two main factors that play a role in consumer satisfaction?

A: The two main factors that play a role in consumer satisfaction are Health Benefits and Product Quality.

Q: What is the marginal effect of Health Benefits on consumer satisfaction?

A: The marginal effect of Health Benefits on consumer satisfaction is 7%, meaning that every increase in perception of the health benefits of traditional medicinal plants increases customer satisfaction by 7%.

Q: What is the marginal effect of Product Quality on consumer satisfaction?

A: The marginal effect of Product Quality on consumer satisfaction is 4%, which shows that every increase in perception of the quality of traditional medicinal plants increases customer satisfaction by 4%.

Q: What are the socioeconomic characteristics of consumers that play a role in consumer satisfaction?

A: The socioeconomic characteristics of consumers that play a role in consumer satisfaction are age, sex, household income, and knowledge.

Q: What is the odds ratio of Age on consumer satisfaction?

A: The odds ratio of Age on consumer satisfaction is 1.4%, meaning that older consumers have a tendency of 1.4% higher to feel satisfied with the use of traditional medicinal plants compared to younger consumers.

Q: What is the marginal effect of Gender on consumer satisfaction?

A: The marginal effect of Gender on consumer satisfaction is 13%, which shows that sex differences have a considerable influence on consumer satisfaction, with a higher influence on one sex.

Q: What is the marginal effect of Household Income on consumer satisfaction?

A: The marginal effect of Household Income on consumer satisfaction is 5.7%, which shows that the level of household income has a positive influence on the satisfaction of the use of traditional medicine plants.

Q: What is the marginal effect of Knowledge on consumer satisfaction?

A: The marginal effect of Knowledge on consumer satisfaction is 18%, which shows that the higher consumer knowledge about traditional medicinal plants, the higher their satisfaction.

Q: What are the implications of this study for producers and marketers of traditional medicinal plants?

A: The implications of this study are that producers and marketers of traditional medicinal plants should increase awareness about health benefits and product quality, target certain age groups, gender, and income level in marketing campaigns, and increase consumer knowledge about traditional medicinal plants through educational programs.

Q: What are the recommendations of this study?

A: The recommendations of this study are to increase awareness about health benefits and product quality, target certain age groups, gender, and income level in marketing campaigns, increase consumer knowledge about traditional medicinal plants through educational programs, and explore other factors that affect the satisfaction of the use of traditional medicinal plants.

Q: What are the limitations of this study?

A: The limitations of this study are that it only focuses on the city of Medan and does not consider other factors that may affect consumer satisfaction, such as accessibility, price, and treatment preferences.

Q: What are the future research directions of this study?

A: The future research directions of this study are to explore other factors that affect the satisfaction of the use of traditional medicinal plants, such as accessibility, price, and treatment preferences, and to conduct further studies in other cities and regions to generalize the findings of this study.