Perception and Interpretation Analysis Among Consumers Toward Instant Herbal Products

Abstract

Traditional medicine is an alternative that the community can use to maintain body immunity. Plants that can be consumed as immune boosters include ginger and turmeric. Several phytochemical compounds known to have physiological functions are carotenoids, phytosterols, saponins, glycosinolates, polyphenols, protease inhibitors, monoterpenes, phytoestrogens, sulfides, and phytic acid. The abundant availability of biopharmaceutical plants has been utilized by small and medium enterprises (SMEs) in Semarang to be processed into various postharvest processed products in the form of instant powder drinks, as was provided by AIG Bunda Nisa SMEs in Delik Village, Tuntang District. This study aimed to determine consumer perceptions and interpretations of instant herbal products. The research locus is located in the city and regency of Semarang and its surrounding areas. Primary data were obtained through interviews and questionnaires, while secondary data were obtained through literatures related to the research. The product used as the object of study is the product of AIG Bunda Nisa’s instant herbal medicine. The attributes that will be assessed by consumers include price, taste, benefits, texture, packaging, legality, and ease of obtaining. The results showed that the types of instant herbal medicine that were often consumed by respondents were ginger 30%, Curcuma (Curcuma Xanthorrhiza Roxb) 26%, and turmeric (Curcuma Domestica Vahl) 21%. The motivation of 68.1% of respondents to consume instant herbal medicine is for health, while taste and quality being the primary considerations. In this matter, the benefit attribute becomes essential. Consumers expect the spice taste to be strengthened by reducing the sugar content and the price to be more affordable.
 Keywords: consumer, interpretation, instan herbal medicine, perception