Determinasi Keputusan Pembelian Minyak Goreng Fortune melalui Citra Merek, Kepercayaan Konsumen, dan Word of Mouth
DOI:
https://doi.org/10.32764/joems.v9i3.1789Keywords:
Citra Merek, Kepercayaan Konsumen, Keputusan Pembelian, Word of MouthAbstract
Purpose: This study aims to analyze the effects of brand image, consumer trust, and word of mouth on the purchasing decisions of Fortune cooking oil consumers in Ambon City.
Methodology/approach: This study employed a quantitative approach with an explanatory research design. Data were collected through questionnaires distributed to 120 consumers who had purchased and used Fortune cooking oil. The data were analyzed using multiple linear regression with the assistance of Jamovi software.
Findings: The findings indicate that brand image, consumer trust, and word of mouth have positive and significant effects on purchasing decisions. Among these variables, word of mouth was found to be the most influential factor affecting consumer purchasing decisions. These findings suggest that purchasing decisions for cooking oil are influenced not only by the functional attributes of the product but also by psychological and social factors reflected in brand perception, consumer trust, and interpersonal communication.
Practical implications: The results imply that companies should strengthen brand image, maintain consumer trust, and encourage positive consumer-to-consumer communication to enhance purchasing decisions and sustain consumer preference in a highly competitive market.
Originality/value: This study extends consumer behavior research in the context of staple household products by simultaneously examining the effects of brand image, consumer trust, and word of mouth on purchasing decisions for Fortune cooking oil in Ambon City. Unlike previous studies that primarily focused on digital products, smartphones, and retail settings, this study demonstrates that word of mouth is the most dominant factor influencing purchasing decisions in the context of local consumers of household food products.
References
Badan Pusat Statistik Kota Ambon. (2025). Perkembangan indeks harga konsumen Oktober 2025. Berita Resmi Statistik, 23, 1–16.
Berger, J. (2014). Word of mouth and interpersonal communication: A review and directions for future research. Journal of Consumer Psychology, 24(4), 586–607. https://doi.org/10.1016/j.jcps.2014.05.002
Calderón Urbina, S. D., Stamatogiannakis, A., & Goncalves, D. (2021). Consumers’ choices between products with different uniqueness duration. European Journal of Marketing, 55(13), 148–176. https://doi.org/10.1108/EJM-01-2020-0050
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). Trust and loyalty in building the brand relationship with the customer: Empirical analysis in a retail chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity, 8(3). https://doi.org/10.3390/joitmc8030109
Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60–71. https://doi.org/10.1509/jmkr.37.1.60.18718
Etikan, I. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1. https://doi.org/10.11648/j.ajtas.20160501.11
Gujarati, D. N., & Porter, D. C. (2009). Basic econometrics (5th ed.). McGraw Hill Inc.
Hafianti, S., Perez, E. F., Win, T., Ansori, A. N. M., Sam, H. T., Хафианти, С., Перес, Э. Ф., Вин, Т., Анзори, А. Н. М., & Сэм, Х. Е. (2025). Influence of price, health aspect, taste, and smell on making decision of Myanmar’s peanut oil purchasing. 8, 156–166. (Catatan: Nama jurnal tidak tertera di referensi asli)
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer’s purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Hofstede, G. (2001). Culture’s consequences: Comparing values, behaviors, institutions and organizations across nations. Behaviour Research and Therapy, 41. https://doi.org/10.1016/S0005-7967(02)00184-5
Huwae, V. E., Tabelessy, W., Tamher, E. R., Tehuayo, E., & Lewaherilla, N. C. (2023). The effect of brand image and electronic word of mouth on Xiaomi smartphone purchasing decisions. Khazanah Sosial, 5(4), 700–716. https://doi.org/10.15575/ks.v5i4
Kakkar, A., Kalia, P., Panesar, A., & Sood, R. (2025). Investigating the impact of quality, technology and trust on customers’ purchase intention and word-of-mouth in s-commerce. Aslib Journal of Information Management. https://doi.org/10.1108/AJIM-09-2024-0764
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). The University of Minnesota Libraries Publishing.
Kotler, P., & Keller, K. L. (2016). Marketing management. Pearson Education.
Kurniawan, S. A., & Tabelessy, W. (2025). Dinamika eWOM, sikap, dan niat membeli: Analisis empiris pada konsumen produk thrifting. EDUNOMIKA, 9(4), 1–8.
Lau, G. T., & Lee, S. H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341–370. https://doi.org/10.1023/A:1009886520142
Monfort, A., López-Vázquez, B., & Sebastián-Morillas, A. (2025). Building trust in sustainable brands: Revisiting perceived value, satisfaction, customer service, and brand image. Sustainable Technology and Entrepreneurship, 4(3). https://doi.org/10.1016/j.stae.2025.100105
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.2307/1252308
Nunnally, J. C., & Bernstein, I. H. (1994). Psychometric theory. McGraw-Hill Companies, Incorporated. https://books.google.co.id/books?id=r0fuAAAAMAAJ
Pinto, V. R. A., Campos, R. F. de A., Rocha, F., Emmendoerfer, M. L., Vidigal, M. C. T. R., da Rocha, S. J. S. S., Lucia, S. M. Della, Cabral, L. F. M., de Carvalho, A. F., & Perrone, Í. T. (2021). Perceived healthiness of foods: A systematic review of qualitative studies. Future Foods, 4. https://doi.org/10.1016/j.fufo.2021.100056
Qi, X., & Kuik, S. (2022). Effect of word-of-mouth communication and consumers’ purchase decisions for remanufactured products: An exploratory study. Sustainability, 14(10). https://doi.org/10.3390/su14105963
Rahmawati, I. N., Miftahuddin, M. A., Haryanto, T., & Arofah, R. U. (2025). The role of consumer trust in mediating the effect of product quality, online customer reviews, and online customer ratings on purchasing decisions at Tiktok Shop. Asian Journal of Applied Business and Management, 4(3), 897–914. https://doi.org/10.55927/ajabm.v4i3.383
Rihayana, I. G., Salain, P. P. P., Rismawan, P. A. E., & Antari, N. K. M. (2021). The influence of brand image, and product quality on purchase decision. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(6), 342–350. http://doi.org/10.35409/IJBMER.2021.3345
Sekaran, U., & Bougie, R. (2016). Research methods for business: A skill-building approach (7th ed.). Wiley & Sons.
Shams, R., Chatterjee, S., & Chaudhuri, R. (2024). Developing brand identity and sales strategy in the digital era: Moderating role of consumer belief in brand. Journal of Business Research, 179, 114689. https://doi.org/10.1016/j.jbusres.2024.114689
Tabachnick, B. G., & Fidell, L. S. (2013). Using multivariate statistics. Pearson. https://books.google.co.id/books?id=q9jBEQAAQBAJ
Tabelessy, W. (2024). The ability of brand trust as a mediator on the determinants of customer loyalty: Study on Mie Sagu Waraka (SAWA) in Ambon, Indonesia. Open Access Indonesia Journal of Social Sciences, 7(3), 1483–1493. https://doi.org/10.37275/oaijss.v7i3.239
Tabelessy, W., & Nanere, M. (2026). How eco-badges shape online purchase decisions: The roles of perceived diagnosticity and label credibility. Journal of Trade Science, 1–21. https://doi.org/10.1108/JTS-01-2026-0010
Tabelessy, W., Ralahallo, F. N., Chaniago, A., Aji, S., & T., G. A. Y. (2026). Does integrating personal data via CDPs improve banking responsiveness? Moderating influence of local culture. Asian Management and Business Review, 6(1), 225–242. https://doi.org/10.20885/AMBR.vol6.iss1.art14
Top Brand Award. (2026). Subkategori: Minyak goreng. https://www.topbrand-award.com/komparasi_brand/bandingkan?id_award=1&id_kategori=2&id_subkategori=42
Toussaint, M., Cabanelas, P., & González-Alvarado, T. E. (2021). What about the consumer choice? The influence of social sustainability on consumer’s purchasing behavior in the food value chain. European Research on Management and Business Economics, 27(1). https://doi.org/10.1016/j.iedeen.2020.100134
Wahyuningtyas, A. S. H., Abidin, Z., Putri, W. D. R., Maligan, J. M., Berlian, G. O., & Ningrum, P. F. W. (2024). Consumer’s willingness to try new microalgae-based food in Indonesia. Journal of Agriculture and Food Research, 18, 101367. https://doi.org/10.1016/j.jafr.2024.101367
Wang, C., Liu, T., Zhu, Y., Wang, H., Wang, X., & Zhao, S. (2023). The influence of consumer perception on purchase intention: Evidence from cross-border e-commerce platforms. Heliyon, 9(11), e21617. https://doi.org/10.1016/j.heliyon.2023.e21617
Wang, F., Wang, Y., Han, Y., & Cho, J. H. (2024). Optimizing brand loyalty through user-centric product package design: A study of user experience in dairy industry. Heliyon, 10(3), e25484. https://doi.org/10.1016/j.heliyon.2024.e25484
Yi, M. R. (2023). Corporate reputation and users’ behavioral intentions: Is reputation the master key that moves consumers? SAGE Open, 13(1). https://doi.org/10.1177/21582440231154486
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Herman Surijadi, Walter Tabelessy (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
