Lilik Indrawati, Christina Esti Susanti, Margaretha Ardhanari, Yustinus Budi Hermanto
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. Copyright (c) 2026 The Authors. This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. https://creativecommons.org/licenses/by-nc-nd/4.0/
Darma Cendika Catholic University, Indonesia; Post Graduate School, Widya Mandala of Surabaya Catholic University, Indonesia