PILOT STUDY: ENTREPRENEURIAL SUSTAINABILITY OF COMPLEMENTARY-ALTERNATIVE MEDICINE (CAM) SERVICES IN SURABAYA

Abstract

Complementary-alternative medicine (CAM) has been known for more than 30 years ago in developing countries. The use level of CAM also has been increased significantly in developed countries. Potentiality of CAM in the world and especially in Indonesia as a business services has not been studied comprehensively. Most of the previous studies focused on benefit of CAM or the reason of CAM use. The important thing that needs to investigate is an entrepreneurial sustainability of CAM business so integrated medicine can be encouraged and will be an asset for medical tourism in Indonesia. The purposed of this study is to explain an entrepreneurial sustainability of CAM services that still running from customer’s perspective in order to realize integrated medicine in Surabaya. Surabaya was chosen because it has various independent CAM services as well as in health institutions. Types of CAM that became subject in this study were therapeutic massage, herbal medicine, and yoga. This study used quantitative design with type of survey research and accidental sampling method. Quantitative data was analyzed used descriptive statistics to describe profile of respondents and the factors of entrepreneurial sustainability of CAM services: reputation, focus on product and client, consumer satisfaction, marketing, cost, and location. Result and discussion can be viewed inside this article.