A Data Set of Referent Groups and Psychology Effects on Herbal Consumption Decisions in Indonesia

This data provides about Referent Groups and Psychology Effects on Herbal Consumption Decisions in Indonesia As we know that Herbal drinks which are cultural heritage health products, have traditionally been consumed for a long time because they are believed to have medicinal and health-preserving properties. After the Covid-19 pandemic, people's awareness of health and consumption of healthy products has increased. This research aims to examine factors that directly or indirectly influence the decision to consume herbal drinks after the Covid 19 pandemic, including cultural factors, family, reference groups, differences in consumer resources, and psychology as moderating variables. Design study This is study confirmatory Which fashionable quantitative with 6 variables measurement, that is culture, reference groups, family, differences in consumer resources , psychology and consumer decisions. This research was carried out in sixteen provinces in Indonesia, using primary data collected through digital questionnaires (google form).