Proceedings of the 3rd International Conference on Agriculture (ICA 2022)

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Conjoin Analysis to Measure Consumer Preferences for Traditional Jamu Attributes

Authors
Sri Widayanti1, *, Pawana Nur Indah1, Risqi Firdaus Setiawan1, Defitasari2
1Department of Agribusiness, Faculty of Agriculture, University of Pembangunan Nasional Veteran Jawa Timur, Jl Raya Rungkut Madya, Surabaya, 60294, East Java, Indonesia
2Student Department of Agribusiness, Faculty of Agriculture, University of Pembangunan Nasional Veteran Jawa Timur, Jl Raya Rungkut Madya, Surabaya, 60294, East Java, Indonesia
*Corresponding author. Email: sriwidayanti@upnjatim.ac.id
Corresponding Author
Sri Widayanti
Available Online 23 May 2023.
DOI
10.2991/978-94-6463-168-5_13How to use a DOI?
Keywords
Consumer Preference; Traditional Herbal; Conjoin
Abstract

Lifestyles have shifted to healthy consumption patterns since the pandemic to strengthen immunity to avoid COVID-19, making the traditional herbal medicine business a promising opportunity. The problem accompanies business opportunities for traditional herbal drinks that are not to people’s preferences. This study aimed to analyze the attributes of traditional herbal drinks which became the preferences of traditional herbal medicine consumers in the Gondang District. The method of analysis uses conjoint analysis. The results showed that traditional herbal drinks, according to consumer preferences, were traditional herbal drinks that had a sweet taste and a price of Rp. 5000–Rp. 10000 almond box packaging, the efficacy of traditional herbal drinks to maintain health, ease of obtaining COD services, always in stock, hygienic traditional herbal drinks using herbal composition labels, original sugar guarantees, brands, and expiration labels. Based on the importance value, the attributes of most traditional herbal drinks are taste, price, packaging, efficacy, availability, a guarantee of original sugar, composition, brand, safety, expiration, and convenience.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 3rd International Conference on Agriculture (ICA 2022)
Series
Advances in Biological Sciences Research
Publication Date
23 May 2023
ISBN
978-94-6463-168-5
ISSN
2468-5747
DOI
10.2991/978-94-6463-168-5_13How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Sri Widayanti
AU  - Pawana Nur Indah
AU  - Risqi Firdaus Setiawan
AU  - Defitasari
PY  - 2023
DA  - 2023/05/23
TI  - Conjoin Analysis to Measure Consumer Preferences for Traditional Jamu Attributes
BT  - Proceedings of the 3rd International Conference on Agriculture (ICA 2022)
PB  - Atlantis Press
SP  - 108
EP  - 116
SN  - 2468-5747
UR  - https://doi.org/10.2991/978-94-6463-168-5_13
DO  - 10.2991/978-94-6463-168-5_13
ID  - Widayanti2023
ER  -