Consumer behavior toward acupuncture in Surabaya: A deductive qualitative study based on the theory of reasoned action

Indrawati, Lilik and Susanti, Christina Esti and Ardhanari, Margaretha and Hermanto, Yustinus Budi (2026) Consumer behavior toward acupuncture in Surabaya: A deductive qualitative study based on the theory of reasoned action. Multidisciplinary Science Journal, 8 (9). pp. 1-8. ISSN 2675-1240

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Abstract

Acupuncture therapy is a widely practiced modality within traditional Chinese medicine (TCM). It has a long�standing history and remains popular in Indonesia, particularly in Surabaya, a culturally diverse and populous urban center.
Understanding patient behavior is important to support the continued use of acupuncture. This study aims to (1) examine
patients’ attitudes toward acupuncture, (2) identify the subjective norms influencing their treatment choices, (3) assess the
perceived value and preferences related to acupuncture, and (4) explore patients’ intentions regarding continued
treatment. This study used a deductive qualitative method with a phenomenological design based on the TRA. Data were
gathered from seven informants through interviews and focus group discussions. Thematic analysis was used to interpret
the responses. The findings revealed that patients who pursue acupuncture therapy for chronic conditions are influenced
by trust in licensed practitioners, encouragement from peers/families, and positive therapeutic experiences. Most
participants expressed a strong intent to continue treatment due to perceived health benefits. Consumer behavior toward
acupuncture in Surabaya is shaped by trust, social influence, and personal experience. Although the limited sample size
restricts generalization, the study provides useful insights and supports the development of a behavioral model to inform
public health strategies. This research has established a model of acupuncture customer behavior through a deductive
qualitative methodology, employing a phenomenological design informed by the theory of reasoned action (TRA).
Consumers in Surabaya who utilize acupuncture prioritize personal experience as evidence of its efficacy, necessitating the
presence of genuinely skilled acupuncturists. Consequently, government and private sector support is essential for
establishing acupuncture laboratories in Indonesia

Item Type:	Article
Uncontrolled Keywords:	consumer behavior, trust, attitude, intention
Subjects:	H Social Sciences > HB Economic Theory R Medicine > RZ Other systems of medicine
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Lilik Indrawati
Date Deposited:	12 May 2026 04:28
Last Modified:	12 May 2026 04:28
URI:	https://repositori.ukdc.ac.id/id/eprint/2722

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