Abstract

This study aims to examine the influence of consumer values and lifestyles partially or simultaneously to the purchase intention of herbal medicine in Surakarta-Indonesia. The type of this research is survey research. This study uses primary data collected using questionnaires. The population in this study were consumers who consumed various types of herbal medicine in Surakarta-Indonesia. The sampling technique used was purposive, respondents who already had experience in herbal medicine and had the goal of consuming herbs for personal gain. Techniques of data analysis in this study are to use multiple linear regression analysis. Based on data analysis, it can be concluded that consumer and lifestyle values partially or simultaneously have a significant effect on the intention of herbal medicine purchase in Surakarta-Indonesia. This means the higher the consumer value and lifestyle orientation of the consumer the higher the intention of the purchase of herbal medicine in Surakarta-Indonesia, on the contrary, the lower the consumer value and lifestyle of the consumer the lower the intention of the purchase of herbal medicine in Surakarta-Indonesia.

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