Phenomenological Research on the Values Systems of the Indonesian Traditional Herb Consumer

Healthy life patterns are essential for human beings. Some Indonesians maintain a healthy life pattern by consuming Indonesian traditional herbs called jamu. The research aims to investigate and explore the attitudes of Indonesian traditional herbal consumers. It is qualitative research with an interpretive paradigm using the phenomenological research design. The informants were chosen purposively with the main criteria: Javanese consumers who regularly consume jamu. The data collection uses in-depth interviews. Then, the collected data is analyzed with an inductive thematic analysis model. The data was validated communicatively, argumentatively, and ecologically. Results of the research stated that the behavior of consuming jamu has been constructed from the habit inherited from generation to generation, from the culture tightly attached to consumers’ self-concept, and from the product characteristics consisting of the product design, product composition, and safety in consuming such product. The values attached to a culture are essential in forming the consumer attitude. Social norms have a significant influence on the formation of behavior. Parents and colleagues become the individuals introducing jamu through the provision of information, knowledge, and advice. The parents’ knowledge of the efficacy of Indonesian traditional herbs plays an essential role in understanding the next generation of Indonesian traditional herbs.