Indonesia is a biodiversity country with nine thousand herbs which have
the potential as raw materials for traditional medicine, popularly known as Jamu.
Jamu is a home industrial product that can be beneficial for economy
development through job creation, large number of enterprises of about 90% are
small industries, and multiplier-effect created for added value product from
upstream to downstream industry. This research shows that the declaration of
“Jamu Brand Indonesia” has significant role to build public awareness to
consume in which some consumers are to reduce consumption. The reasons due to
its low standard in which jamu with chemicals contents, as well as its less
competitiveness to import and pharmaceutical products.
Nonetheless, most respondents’s perceptions like jamu is “product of
Indonesia”, the efficacious supplement product, natural-content based product,
and affordable price product must be comprehensively managed by interrelationship
among producer, the government, and academician to rise its
competitiveness to pharmaceutical products. This research recomends stipulated
policy and selected strategy should be aimed in order to reach 4 M Mode;:
Modern, Mutu Tinggi (High Quality), Murah (Affordable), and Memasyarakat
(Community Oriented).
Buletin Ilmiah Perdagangan, Vol. 4 No. 2, Nopember 2010