Analysis reveals that product quality and consumer knowledge significantly impact purchasing decisions for Jamu Gendong, indicating a need for vendors to improve offerings.
Jamu Gendong is a traditional drink that is mixed and sold directly by street vendors, and has been part of the health culture of the Indonesian people for centuries. This study aims to determine whether there is a direct influence between product quality, knowledge, attitude, and price on the decision to purchase Jamu Gendong through customer satisfaction in the West Jakarta area. The statistical analysis of this research data uses path analysis to see the direct and indirect effects between variables. The conclusions above have important implications for Jamu Gendong vendors. Jamu Gendong vendors should continuously strive to improve the quality of their products to retain and attract more customers.
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Ekadipta (2025) studied this question.
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