Analisis Faktor – faktor yang Mempengaruhi Konsumen dalam Menggunakan Produk Herbal

Abstrak

This study aims to identify and determine the factors that influence consumer behavior in using health herbal products. Sampling using convenience sampling technique of 100 respondents. Data processing using SPSS program. Based on the factor analysis procedure, the initial 34 variables were successfully grouped into 10 factor groups. The ten factors are then named according to the components that make up the variable, namely: 1. Product guarantee factor, 2. Need and lifestyle factor, 3. Service factor, 4. Communication factor, 5. Reference factor, 6. Availability factor, 7. Price factor, 8. Perception factor, 9. Product belief factor, and 10. Recommendation factor. These factors contribute 71.715% of consumer behavior in using herbal products.