The impact of consumer engagement on purchase intention of complementary and alternative medicine industry: Evidence from Indonesia

The paper explores how social influence and consumer engagement affect the purchase intention of complementary and alternative medicine. The study aimed to investigate consumers of alternative medicine within Indonesia. The study provides practical insights into enhancing marketing strategies and strengthening consumer engagement with complementary and alternative medicine (CAM) by understanding these factors. A quantitative approach was used, involving a sample of 580 complementary and alternative medicine consumers in Indonesia. Participants were selected using purposive sampling criteria, which included individuals aged 17 years and older who had consumed CAM at least twice in the month. Data analysis was conducted using SmartPLS4 as the analytical tool. These insights offer a deeper understanding of how consumers behave in relation to alternative medicine, which can assist healthcare professionals in formulating more effective, targeted approaches to encourage the adoption of alternative medicinal practices.