Perception of the Consumer Community on Traditional Herbal Drink of Ngadirgo Semarang

Abstract

Jamu is a traditional herbal drink that is still in demand by many people until now. Traditional herbal medicine has various benefits including prevention, maintenance, and healing of diseases. This research was conducted to explore the consumer's perception about the traditional herbal drink Ngadirgo Semarang. This study used a qualitative approach, with 21 informants consisting of 19 female informants and 2 male informants. The data collection techniques are carried out by observation, interviews, and documentation. The results showed that there were several perceptions in society. The consumer's perception about traditional herbal drinks also varied, starting from the reasons, the taste, and the experience of consuming herbal drinks. Consumers have various reasons to consume traditional herbal drinks such as based on the perceived disease, side effects of herbal drink, the effectiveness of drinking herbal drink, and the low price. From this research, it can also be seen how the public's perception of the traditional herbal drink Ngadirgo Semarang that they consume, such as the flavor and texture of herbal drink, serving method, and the experience of consuming traditional herbal drink. The consumers of traditional herbal drinks transmit their knowledge from generation to generation.