Factors Influencing the Purchase Decision Process for Herbal Products under the Jiva Herb Brand

Abstract

The primary objectives of this research were: 1) to examine consumer purchasing behavior and perceived product efficacy regarding herbal products marketed under the Jiva Herb brand; and 2) to analyze key determinants influencing consumer’s decision-making processes in purchasing these products. A structured questionnaire was employed as the main data collection instrument, targeting 200 respondents using Multi-Stage Sampling method residing in Bangkok who had previously purchased and used Jiva Herb products. Data analysis utilized descriptive statistics, including frequency, percentage, mean, and standard deviation, were utilized alongside multiple regression analysis at a .05 level of significance. The findings revealed that the overall influence of marketing mix factors on consumer decision-making was at a high level. The regression results identified pricing, product attributes, physical presentation, and service process as significant predictors of purchasing decisions. In contrast, distribution channels, promotional strategies, and personnel-related factors did not exhibit a statistically significant effect. The model accounted for 40.90% of the variance in consumer purchasing decisions. These findings provide actionable insights for business practitioners and herbal product entrepreneurs, highlighting the importance of product quality, safety, and consumer experience in shaping purchase intent. The results can further inform strategic development in related sectors, such as herbal supplements, traditional medicines, and cosmeceuticals, where consumer trust in product efficacy and brand reliability plays a pivotal role in market success.