ABSTRACT
This study aims to describe the potential market segments of traditional medicine products demographically by measuring the level of preference, satisfaction, and perceptions of community risk. This can be used by traditional medicine product manufacturers to determine the target market. The research was conducted in Banjarmasin starting from October 2018 to March 2019 and the population consisted of the Banjarmasin community, with up to 150 respondents. The sampling method used was purposive sampling, while data was collected using a questionnaire and data editing was carried out. Furthermore, this study uses qualitative - quantitative descriptive analysis and average comparison test. The results of the study found that: (1) Preference level, satisfaction and risk perceptions of the Banjarmasin community in terms of traditional medicine products were fairly good because the respondents’ evaluations were in the middle category; (2) the potential demographic segment is used as a target market for green products, namely, the female gender, ages between 21-30 years, occupation comprising Government employees and Students, income between Rp. 1 - Rp. 4.9 Million, and education level from elementary to undergraduate.
