Public’s preferences in consuming spicery products (jamu) post-pandemic

Abstract

Consuming spicery products (jamu) can increase the body’s immune system, but the public’s preference for herbal medicine is low. This study aimed to analyze people’s preferences in consuming herbal medicine in the post-pandemic period. The research was conducted in Malang City, East Java, Indonesia. The method of determining the sample uses convenience sampling of 100 respondents. Research data using primary data obtained by sending a questionnaire to the public via a google form. The type of research data is qualitative with a likert scale measurement. Data analysis using conjoint analysis. The results of data analysis showed that the public’s preference for the dominant herbal medicine was the sweet taste of herbal medicine (0.208), then followed by the form of liquid and ready-to-drink herbal medicine (0.188), the public did not pay attention to the scent (0.096) and texture (0.106), people were willing to buy herbs with price IDR 10,000/bottle in 350 ml packaging (0.037). The results of this study confirm that people like herbal medicine because of its sweet taste and ready-to-drink liquid form. Thus, the sweet taste and ready-to-drink liquid form can be valuable information for producers and related agencies to increase public interest in consuming herbal medicine.