Abstract:
Purpose – Herbal drink is an Indonesian heritage culture with a focus on a healthy
way of living. Herbal drinks have a long history of being used for people's medical
treatment and are based in local medicinal planting customs. This study aims to
determine the effect of social media marketing, product quality, price, packaging,
and halal certification on the purchasing decision of MSME’s Karawang herbal
drink (Raturatus, jamu annur, curcumaclara, jamu bekti, sinok, and anakmama) in
Indonesia as an herbal drink traded in the Indonesian market in the era of post-
COVID 2019.
Design/methodology/approach - This study used a quantitative method and
distributed questionnaires via Google Forms. Targeting herbal drink customers at
MSME’s Karawang (Raturatus, Jamu annur, Jamu bekti, Sinok, Curcumaclara, and
Anakmama) who have made purchases in the last six months. Respondents were
selected in Indonesia, and a total of 300 people participated in this survey using
purposive sampling. Data analysis used a structural equation model (SEM) through
AMOSS SPSS 24 and Smart SPSS.
Findings – The findings revealed that the factors influencing a purchase decision
for herbal drinks are product quality, price, packaging, and halal certification.
However, social media marketing did not influence purchase decisions.
Practical implications -Awareness of herbal drink consumption is still low in
Indonesia. Therefore, it is important to understand purchasing decisions regarding
herbal drinks. The findings of this study can be used to develop a strategy to attract
more herbal drink consumption for MSME’s Karawang (Raturatus, jamu annur,
Curcumaclara, jamu bekti, and sinok) and survive in a competitive industry.
Originality/value – This study is the first to combine social media marketing,
product quality, price, packaging and halal certification to increase the decision to
buy herbal drinks in Indonesia.
