Abstract
The purpose of this study is to explain and analyze people’s perceptions of medicinal plants in Medan seen from personal factors, group influence factor, cultural factor, cultivation and marketing of medicinal plants in Medan. The population was all people of Medan who used traditional medicinal plants that were randomly selected to be used as research samples. Primary data were obtained using a questionnaire and using a Likert Scale analysis tool and confirmatory factor analysis using AMOS software. The results showed that people’s perception of traditional medicinal plants in the city of Medan was positive. All factors that support people’s perception of medicinal plants are proven to be accepted and approved. People of Medan believe in medicinal plants in curing various diseases and increasing body immunity. This has an impact on the use of home yards and agricultural land as a location for the cultivation of traditional medicinal plants, as well as selling to various districts in the Province of North Sumatra.
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