Pengaruh Minat Generasi Muda Keluarga Pengusaha Jamu terhadap Regenerasi Usaha Jamu Tradisional di Desa NGablak Bojonegoro

Traditional herbal medicine (jamu) enterprises are local wisdom–based businesses that play an important role in preserving cultural heritage and supporting local economies. However, their sustainability is challenged by limited business regeneration, particularly among younger generations. This study aims to analyze the level of interest of the younger generation from jamu entrepreneur families and to examine its effect on the regeneration of traditional jamu businesses in Ngablak Village, Bojonegoro Regency. This research employed a quantitative approach
using a survey method. A total of 62 respondents were selected using simple random sampling. Data were collected through questionnaires and analyzed using validity and reliability tests, descriptive statistical analysis, and simple linear regression analysis. The results indicate that the level of interest of the younger generation is categorized as high. Furthermore, the regression analysis shows that youth interest has a positive and significant effect on the regeneration of traditional jamu businesses. These findings suggest that strong youth interest plays a crucial role in ensuring business continuity and supporting the sustainability of traditional jamu enterprises.