THE INFLUENCE OF KNOWLEDGE, PERCEPTION, AND SOCIAL MEDIA ON THE CONSUMTION INTEREST OF TRADITIONAL HERBAL MEDICINE AMONG GENERATION Z IN INDONESIA

Abstract

This study aims to examine the influence of knowledge, perception, social media, and novelty seeking behavior on the consumption interest in traditional herbal medicine (jamu) among Generation Z in Indonesia, utilizing a Systematic Literature Review (SLR) approach. Thirty-two scientific articles, published between 2020 and 2025 and indexed in reputable databases (Scopus, Web of Science, Google Scholar, and others), were systematically reviewed. The findings reveal that knowledge of jamu benefits, perceptions regarding its safety and effectiveness, exposure to promotional content via social media, and the tendency for novelty seeking the motivation of Generation Z to seek and try new, unique, and innovative products hold significant influence over jamu consumption interest. Furthermore, product innovation and digital marketing strategies are proven effective in attracting Generation Z, which demonstrates a strong preference for novelty and contemporary trends. The study recommends strengthening public education, developing products that are adaptive to the preferences and novelty-seeking tendencies of young consumers, and optimizing social media as a strategic channel for promoting modern and relevant traditional herbal medicine.