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International Journal of Research and Innovation in Social Science (IJRISS) | Volume VI, Issue VII, July 2022 | ISSN 2454–6186

Phenomenological Research on the Values Systems of the Indonesian Traditional Herb Consumer

Sandi Lenandi Soetrisno Lasmono
Entrepreneurship, Widya Mandala Surabaya Catholic University

IJRISS Call for paper

Abstract – Healthy life patterns are essential for human beings. Some Indonesians maintain a healthy life pattern by consuming Indonesian traditional herbs called jamu. The research aims to investigate and explore the attitudes of Indonesian traditional herbal consumers. It is qualitative research with an interpretive paradigm using the phenomenological research design. The informants were chosen purposively with the main criteria: Javanese consumers who regularly consume jamu. The data collection uses in-depth interviews. Then, the collected data is analyzed with an inductive thematic analysis model. The data was validated communicatively, argumentatively, and ecologically. Results of the research stated that the behavior of consuming jamu has been constructed from the habit inherited from generation to generation, from the culture tightly attached to consumers’ self-concept, and from the product characteristics consisting of the product design, product composition, and safety in consuming such product. The values attached to a culture are essential in forming the consumer attitude. Social norms have a significant influence on the formation of behavior. Parents and colleagues become the individuals introducing jamu through the provision of information, knowledge, and advice. The parents’ knowledge of the efficacy of Indonesian traditional herbs plays an essential role in understanding the next generation of Indonesian traditional herbs.

Keywords – phenomenological studies, values system, Indonesian traditional herbs (jamu) consumer.


A healthy life pattern becomes a vital need for the new community (Kraus, 2015). In the last few years, public opinion seems to be a tendency regarding the necessity of returning to nature (Murdopo, 2014). Consuming herbal medicine products can contribute to maintaining good health. The Indonesian people call the drink made of natural herbal material Jamu, meaning the traditional herbs medicine. The development of Indonesian traditional herbal companies is supported by the potential of medicinal plants, cosmetics, and aromatics. As a tropical country, Indonesia has a tropical climate, so it has many plants that can be used as the primary materials for traditional medicines. The existence of Indonesian traditional herbs gives its unique phenomenon because they still have the consumers who remain loyal to their products in the middle of the so-great mixed marketing strategy of modern medicines. The doers of the modern medicine industry develop their businesses so massively.