MINAT GENERASI Z TERHADAP JAMU (STUDI KASUS MAHASISWI RANTAU SARJANA DAN DIPLOMA UNIVERSITAS GADJAH MADA, YOGYAKARTA)

RR.ROFIDAH RAHMA, Dr. Atik Triratnawati, M.A.

2023 | Skripsi | S1 ANTROPOLOGI BUDAYA

Di Indonesia popularitas jamu kembali naik. Eksistensinya mendorong perkembangan jamu yang diikuti berbagai pihak sehingga membawa perubahan positif terhadap minat konsumsi jamu pada berbagai kalangan dan generasi. Sayangnya generasi Z masih cenderung memilih pengobatan modern, karena mudahnya akses dan efek penyembuhan yang cepat, sama halnya yang terjadi dalam konteks mahasiswi rantau. Oleh karena itu, penelitian ini bertujuan mengetahui minat jamu generasi Z, terutama minat konsumsi oleh mahasiswi rantau di Yogyakarta. Penelitian ini menggunakan metode kualitatif dengan pendekatan fenomenologi. Data dikumpulkan melalui wawancara mendalam bersama enam mahasiswi rantau semester akhir sarjana atau diploma di Universitas Gadjah Mada, yang berusia 20-23 tahun. Data dianalisis secara deskriptif dan interpretatif dengan pendekatan konsep minat dan teori Knowledge, Attitude, dan Practice (KAP). Temuan penelitian menunjukkan minat mahasiswi rantau terhadap jamu beragam, tetapi minat praktik konsumsi jamu rendah. Umumnya pengetahuan, sikap dan praktik saling berkaitan dan linear. Namun, praktik konsumsi jamu mereka rendah karena ada hambatan dan keraguan. Hambatan berupa keterbatasan dan keterjangkauan, waktu, efektivitas jamu, dan rasa. Keraguan terkait adanya proses mendiagnosis sendiri, komposisi dan dosis yang tidak pasti, serta higienitas dan banyaknya jamu saset yang dicampur bahan kimia. Oleh karena itu, ke depannya minat generasi Z terbagi antara bertahan karena khasiat yang dirasakan dan tren gaya hidup hidup back to nature, serta pudar karena kemajuan zaman.

In Indonesia, the popularity of jamu is rising again. Its existence encourages the development of jamu which is followed by various parties to bring positive changes to the interest of various classes and generations in consuming jamu. Unfortunately, Generation Z still tends to choose modern medicine, because of easy access and fast healing effects, as is the case in the context of overseas female students. Therefore, this study aims to determine the Z generation's interest in jamu, especially consumption among overseas female students in Yogyakarta. This study uses a qualitative method with a phenomenological approach. Data was collected through in depth interviews with six college female students in their final semester of undergraduate and diploma at Gadjah Mada University, aged between 20-23 years old. Data analysis was done by analyzing descriptively and interpretively with the concept of interest and knowledge, attitude, and practice (KAP) approaches. The research shows that college female students' interest in jamu varies, but their interest in consuming jamu is low. In general, knowledge, attitudes, and practices are interrelated and linear. However, their jamu consumption is low due to few things such as obstacles and their doubts about jamu. These obstacles are limitations as to where to buy jamu, time consumed to find jamu sellers, the effectiveness of jamu, and taste. Their doubts mostly related to the self diagnosis process, jamu is composition and its uncertain dosage for consumption, as well as hygiene and the number of jamu sachets that were mixed with chemicals. Therefore, in the future, the interest of the Z generation is divided between those who remain interested because of the perceived benefits and the trend of the "back to nature" lifestyle, and those whose interest starts fading due to the world's current development.

Kata Kunci : Minat, Jamu, Generasi Z, Knowledge, Attitude, and Practice (KAP), Pengobatan tradisional