IDENTIFICATION OF THE POTENTIAL MARKET SEGMENT OF TRADITIONAL MEDICINE PRODUCTS BASED ON THE LEVEL OF PREFERENCE, SATISFACTION AND RISK PERCEPTION

Zulfikar, Rizka and Mayvita, Prihatini Ade and Purboyo, Purboyo and Yulianti, Farida IDENTIFICATION OF THE POTENTIAL MARKET SEGMENT OF TRADITIONAL MEDICINE PRODUCTS BASED ON THE LEVEL OF PREFERENCE, SATISFACTION AND RISK PERCEPTION. In: Business and Economic Series: Economics, Management, and Accounting Conference (BES 2019), July, 20, 2019, Semarang. (In Press)

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Abstract

This study aims to describe the potential market segments of traditional medicine products demographically by measuring the level of preference, satisfaction and perceptions of community risk which can be used by traditional medicine product manufacturers to determining the target market. This research was conducted in Banjarmasin starting from October 2018 to March 2019. The population was the Banjarmasin people and taken as many as 150 respondents. Sampling uses purposive sampling method. Data collection using a questionnaire and then carried out data editing (data editing). This study uses qualitative - quantitative descriptive analysis and average comparison test. The results of the study found that: (1) Preference level, satisfaction and risk perceptions of the people of Banjarmasin city on traditional medicine products were quite good because the respondents' evaluations were in the middle category; (2) the potential demographic segment that can be used as a target market for green products, among Others, female gender, age between 21-30 Year, Occupation are Government employee and Students, income between Rp. 1 - Rp. 4.9 Million, and education level is from elementary to under graduates

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: preference, satisfaction, risk perception, traditional medicine.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Rizka Zulfikar
Date Deposited: 20 Dec 2019 01:01
Last Modified: 20 Dec 2019 01:01
URI: http://eprints.uniska-bjm.ac.id/id/eprint/39

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