The Influence of Product Quality and Risk on Purchasing Decisions about Madura Herbal Medicine (Study at UD Jamu Ummi Kulsum Sumenep)

This study aims to observe and analyze the relationship between product quality variables and risks on the decision making of Madura herbal medicine at UD Jamu Ummi Kulsum Sumenep. This study uses a quantitative descriptive method. Data collection was carried out by distributing questionnaires to a number of consumers of UD Jamu Ummi Kulsum Sumenep. Using the SPSS tool version 26. Random sampling technique. Through statistical tests, it is observed whether the variables of product quality and risk are normally distributed. Through the acquisition of the t-test, it shows that the product quality variable has a significant influence on the purchase decision and the risk variable has a significant influence on the purchase decision. However, the results of the f test with others said that the variables of product quality and risk had a strong relationship with positive and significant impact on the purchase decision of Jamu Madura at UD Jamu Ummi Kulsum Sumenep. The increasing popularity of herbal medicine as an alternative health solution highlights the importance of understanding consumer behavior in this market. This study aims to analyze the influence of product quality and perceived risk on purchasing decisions for Madura herbal medicine, focusing on UD Jamu Ummi Kulsum in Sumenep, Madura. Employing a quantitative approach with a causal explanatory design, data were collected from 200 respondents who had purchased the product at least once in the last six months. Structural Equation Modeling (SEM) was used to test four hypotheses, examining the direct and indirect relationships among the variables. The results indicate that product quality has a significant positive impact on purchasing decisions (path coefficient = 0.68, p < 0.001), suggesting that consumers prioritize authenticity, efficacy, and safety in herbal medicine. Perceived risk, on the other hand, negatively influences purchasing decisions (path coefficient = -0.34, p < 0.01), with concerns about potential side effects and ineffectiveness acting as barriers to purchase. Furthermore, product quality was found to significantly reduce perceived risk (path coefficient = -0.41, p < 0.01), demonstrating its dual role in directly driving purchasing decisions and indirectly influencing them by mitigating consumer concerns (indirect effect = 0.14, p < 0.05). This study highlights the critical importance of maintaining high-quality standards and addressing perceived risks to enhance consumer trust and purchasing behavior. Practical recommendations include implementing rigorous quality control, providing transparent product information, and conducting consumer education programs to reduce perceived risks. Additionally, leveraging the cultural identity of Madura herbal medicine in marketing strategies could further strengthen its market position. Despite its contributions, the study is limited by its regional focus and cross-sectional design, suggesting future research could explore other cultural contexts, employ longitudinal approaches, and examine additional factors such as brand reputation or digital marketing. This research provides valuable insights for producers of traditional herbal medicine, contributing to both academic literature and practical applications in the evolving herbal medicine market.