Antecedents of the decision to purchase traditional Jamu in Tarakan City, North Kalimantan, Indonesia.

Competition in the herbal medicine business with various brand competitors encourages business actors to carry out management functions and marketing strategies well. Tarakan City is one of the cities in North Kalimantan province and is the 34th province in Indonesia or the youngest province in Indonesia. This study aims to determine the effect of the marketing mix on the consumption behavior of the people of Tarakan City and the level of satisfaction of the people of Tarakan City on aspects of the herbal marketing mix in Tarakan City. This research is an observational study with a descriptive cross-sectional design. The object of this research is the people of Tarakan City. The number of samples in this study was 267 respondents. The data used are primary data obtained through filling out a questionnaire (google form). Data collection is done purposively. The data analysis method used is correlation and regression analysis. The analysis reveals that consumption behavior in Tarakan City is rare, with 41% of 110 respondents stating poor implementation of the herbal marketing mix. The F test results show that product, price, place, promotion, people, process, and physical evidence significantly affect consumption behavior. The low consumption behavior necessitates herbal medicine business actors to improve aspects of the marketing mix, particularly physical evidence. [ABSTRACT FROM AUTHOR]