Urban Women's Decision to Consume Kiranti Herbal Medicine: A Review Based on the Theory of Planned Behavior

Berlianna Dewi Setiawan; Hwihanus Hwihanus

doi:10.55927/ijbae.v4i6.467

Authors

Berlianna Dewi Setiawan Univeristas 17 Agustus 1945
Hwihanus Hwihanus Universitas 17 Agustus 1945

DOI:

https://doi.org/10.55927/ijbae.v4i6.467

Keywords:

Consumer Decision, Theory of Planned Behaviour, Kiranti Herbal Medicine, Urban Women

Abstract

The consumption of Kiranti herbal medicine among urban women reflects a shift in values between tradition and modernity in a healthy lifestyle. This study uses a qualitative phenomenological method with thematic analysis to understand how attitudes, subjective norms, and perceived behavioral control, as well as the meanings of health, modernity, tradition, and self-identity influence urban women's decisions to consume Kiranti herbal medicine based on the Theory of Planned Behavior (TPB). The informants in this study were six urban women in Surabaya. The results show that consumption decisions are influenced by health benefits, social support, and ease of product access. Kiranti is perceived as a symbol of a modern healthy lifestyle that remains rooted in traditional values. These findings have implications for the development of modern herbal medicine marketing strategies and the preservation of Indonesian herbal medicine culture.

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