Persepsi Generasi Z Terhadap Konsumsi Jamu Tradisional Dalam Gaya Hidup Modern Kampung Jamu Wonolopo, Semarang

Abstract

This study explores Generation Z’s perceptions of traditional herbal medicine, specifically jamu, in the context of modern lifestyles, focusing on Kampung Jamu Wonolopo in Semarang. The research addresses the younger generation’s preference for instant, modern products, despite the cultural and health significance of herbal medicine. Employing a qualitative descriptive case study, data were gathered through observations, in-depth interviews with eleven Generation Z informants (aged 15–21) and one from Omah Ampiran’s management, alongside documentation. Findings reveal that most Generation Z individuals regard jamu as both a health drink and a cultural heritage deserving preservation. Perceptions have shifted from viewing jamu as outdated and bitter to appreciating it as a natural, healthy beverage suitable for contemporary lifestyles. Influences on consumption include health benefits, taste, family environment, accessibility, packaging, and social media trends. Decisions are based on rational calculations, aligning with Coleman’s rational choice theory. The study concludes that jamu can maintain popularity among the youth if modernised in packaging, enhanced with flavour innovations, and promoted digitally. Thus, jamu can integrate into Generation Z’s healthy lifestyle while preserving its traditional roots.