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Exploring consumer behaviour of herbal medicine: Insight from three sources

Herbal medicine, or ayurvedic, has been an integral part of healthcare practices in various

cultures worldwide, and Indonesia is no exception. Among Indonesia's diverse array of

traditional herbal remedies, "jamu" holds a special place, deeply rooted in the country's rich

heritage and long history of medicinal practices. (Siregar, 2020, para.2). In this assignment,

we explore the consumer behavior of jamu in Indonesia, examining its use, cultural

significance, and contemporary relevance. By analyzing three distinct sources - a reference

work, a website article and a journal article. The bibliographical information for each source

is as follows:

 Reference Work:

 Title: "New COVID-19 Research from University of Udayana Discussed (The

Role of Brand Image And Perceived Quality of Products Mediate Ewom's

Effect on The Purchase Intention of Millennial Consumer: Sido Muncul

Herbal Medicine And Herbal Pharmacy'...)"

 URL: https://cd2034b4c-mp02-y-https-go-gale-com.proxy.lirn.net/ps/i.do?

p=ITOF&u=lirn17237&id=GALE|A781394772&v=2.1&it=r&sid=sru

 Author: Not specified

 Publisher: NewsRX LLC

 Year: 2024

 Website:

 Title: "BBC Travel - The ancient drink that powers Indonesia"

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 URL: https://www.bbc.com/travel/article/20230221-the-ancient-drink-that-

powers-indonesia

 Author: Claire Turrell

 Publisher: BBC Travel

 Year: 2023

 Journal Article:

 Title: "Herbal Medicine"

 URL: https://www.jstor.org/stable/pdf/24103844.pdf?refreqid=fastly-default

%3A1033efc2cd2c7d720dbb65f844d9e97d&ab_segments=0%2Fbasic_search

_gsv2%2Fcontrol&origin=&initiator=&acceptTC=1

 Author: V.P. Kamboj

 Volume: 78

 Issue: 1

 Year: 2000

Through exploring the sources, we seek to see the current consumer behaviour on

herbal medicine in Indonesia and its significance cultural influence, aiming to gain insights

into the factors driving the popularity of herbal remedies, the socio-cultural beliefs and

practices surrounding their use, and their role in shaping health-related behaviors and

perceptions among Indonesian consumers.

The reference work and journal articles are likely to provide a substantial amount of

relevant information as they are typically structured to comprehensively cover a range of

topics. For instance, according to "New Covid-19 Research" (2024), consumers increasingly

turn to herbal medicine as a complement to pharmaceuticals to enhance their health and

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immune systems. The website article from (Turrell, 2023) might provide a more condensed

or focused amount of information due to the nature of online articles.

The depth of analysis may vary across the sources. Reference works tend to offer a

broad overview of topics, while journal articles usually delve deeper into specific aspects or

studies. The website article may offer a more narrative or anecdotal perspective rather than a

scholarly analysis.

Reference works and journal articles generally strive for objectivity by presenting

information based on research and evidence. Website articles, especially those from reputable

sources like BBC Travel, may also aim for objectivity but could potentially include

subjective elements such as personal experiences or opinions.

The recency of information depends on the publication dates of the sources. Without

specific publication years for the reference work and website article, it's difficult to assess

their recency. The journal article "Herbal Medicine" was published in 2004, so it may not

reflect the most current research on herbal medicine in Indonesia.

Reference works and journal articles typically aim to provide objective information

without bias or promotion. Website articles, including those from reputable sources like BBC

Travel, may have commercial or editorial motives that could influence the presentation of

information, but it is essential to critically evaluate the content for any signs of bias or

promotion.

In conclusion, the analysis of the reference work, website article and journal article

has provided valuable insights into the consumer behavior on herbal medicine 'jamu" in

Indonesia. Thus, the analysis found that jamu holds a significant cultural and historical

importance in Indonesian society, serving as a traditional remedy with widespread usage and

cultural significance. The sources indicate a growing trend of consumers seeking herbal

medicine compared to pharmaceuticals, particularly for enhancing health and the immune
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system. While the study sheds light on the cultural and consumer behavior aspects of herbal

medicine consumption in Indonesia, it is important to acknowledge its limitations. Further

research is needed to explore additional factors influencing the demand for herbal medicine,

such as socio-economic factors, marketing strategies and regulatory framework.

Word count: 636

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References

Daniel, E. (Ed.). (2001, June 4). What will influence the future of alternative medicine? a

world perspective. World Scientific Publishing

Company.https://ebookcentral.proquest.com/lib/univ-people-ebooks/detail.action?

docID=1679768.

Kamboj, V. P. (2000). Herbal medicine. Current Science, 78(1), 35–39.

http://www.jstor.org/stable/24103844

New COVID-19 Research from University of Udayana Discussed (The Role of Brand Image

And Perceived Quality of Products Mediate Ewom's Effect on The Purchase Intention

of Millennial Consumer: Sido Muncul Herbal Medicine And Herbal Pharmacy' ...).

(2024, February 11). Medical Letter on the CDC & FDA, 206.

https://link.gale.com/apps/doc/A781394772/ITOF?

u=lirn17237&sid=sru&xid=774ff247

Turrell, C. (2023, February 22). The ancient drink that powers Indonesia. BBC Travel.

https://www.bbc.com/travel/article/20230221-the-ancient-drink-that-powers-

indonesia