PENGARUH WORD OF MOUTH, TERPAAN MEDIA, DAN SIKAP TERHADAP KEPUTUSAN BEROBAT (Survei Pengobatan Tradisional di Klinik Saintifikasi Jamu “Hortus Medicus” Tawangmangu, Karanganyar)

Abstract

This research to find out why the patients come to Herbal Scientific Clinic “Hortus Medicus”, Tawangmangu, Central Java. Thus the writer included word of mouth, media exposure, and attitude elements into the contribution to treatment decision in Herbal Scientific Clinic “Hortus Medicus”.

The result found that there were direct effects of word of mouth on treatment decision of 0.399, of media exposure on treatment decision of 0.149 and indirect effects of word of mouth on treatment decision of 0.155, of media exposure on treatment decision of 0.081.

Key words:     word of mouth, media exposure, attitude, traditional medication, path analysis