Hedonic Factors as Predictors of Consumer Purchase Intention in the Roselle–Cinnamon Herbal Drink (Jamu)
DOI:
https://doi.org/10.32493/frkm.v9i3.62315Keywords:
food self-sufficiency, hedonic test, herbal drink, overall liking, purchase intentionAbstract
Herbal drinks (jamu) based on local ingredients face suboptimal market acceptance despite their high functional value. This study analyzes the effect of hedonic factors on consumer purchase intention through the mediating role of overall liking in two formulations of the roselle–cinnamon herbal drink (with and without sorbitol). An experimental–survey quantitative design involved 96 respondents who evaluated the two formulations using a 1–7 Likert hedonic questionnaire; data were analyzed using descriptive statistics, independent samples t-tests, multiple linear regression, and mediation analysis. The sorbitol formulation was significantly preferred on all hedonic attributes (p < 0.001), with an overall liking difference of 2.67 points. Taste (β = 0.379) and aftertaste (β = 0.427) were the main predictors of overall liking (R² = 0.653), which in turn significantly predicted purchase intention (β = 0.423, p = 0.004). Overall liking mediated most of the effect of hedonic attributes on purchase intention (mediation model R² = 0.683), while no significant gender difference in hedonic perception was found except for color. Adding sorbitol meaningfully improved jamu palatability, with strategic implications for developing competitive jamu-based local food products.
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