Melola Discovery

← Melola Discovery

Open access Jurnal

Pengaruh Word of Mouth dan Kualitas Produk terhadap Keputusan Pembelian Kecap Kentjana di Kabupaten Kebumen

JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian · Vol. 9 No. 5 (2024) · pp. 412–421

DOI
10.37149/jia.v9i5.1479
ISSN
2527-273X
Published
2024-11-03
Publisher
Department of Agribusiness, Halu Oleo University Jointly with Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)
Language
eng
License
creativecommons.org/licenses/by-sa/4.0

Abstract

Kecap Kentjana is the only sweet soy sauce product from Kebumen Regency produced by CV Srikandi Makmur Sejahtera since 1960. Kebumen people who are proud of local products will provide positive recommendations to create a positive reputation for the product. Word of Mouth can significantly increase product awareness and popularity, influencing purchasing decisions for Kecap Kentjana. Apart from Word of Mouth, consumer purchasing decisions are also influenced by price, product quality, and brand image variables. The study aims to determine the effect of these four variables on the purchase decision of Kentjana Soy Sauce in Kebumen Regency. The primary research method uses the descriptive analysis method. The purposive sampling method was used to determine the location. Data were obtained through observation, interviews, and recording using a questionnaire. The purposive sampling method was used to determine the number of samples, with 110 respondents. The Structural Equation Modeling (SEM) method with the Partial Least Square (PLS) approach is used to analyze the data. The results prove that purchasing decisions are significantly influenced by Word of Mouth and product quality. Positive information from someone who is known can encourage potential customers to buy Kentjana soy sauce because potential customers tend to trust recommendations from the closest people, and the quality of the taste offered by Kentjana soy sauce is different from other soy sauce, so purchasing decisions will increase. The results also prove that price and brand image do not significantly influence purchasing decisions. The Kebumen community has consumed Kentjana soy sauce for generations. People have the views and habits of always choosing Kentjana soy sauce as their first choice, so price and brand image variables do not influence purchasing decisions.

Keywords

Collaboration network of the authors

17 authors · 26 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • National Research and Innovation Agency
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Agustono AgustonoAffiliation unknown3
Salsabila Aprilia HudoyoAffiliation unknown1
Umi BarokahAffiliation unknown1
Cita Ayu Setia NingsihAffiliation unknown1
Rhina Uchyani FajarningsihAffiliation unknown1
Clarashinta KusumaAffiliation unknown1
Clarisa Candra UtamaAffiliation unknown1
Indah NurhidayatiAffiliation unknown1
Tri Wahyu SaputroAffiliation unknown1
Lory Br Ginting MuntheAffiliation unknown1
Darsono DarsonoNational Research and Innovation Agency1
Ambarwati NurjanahAffiliation unknown1
Minar FerichaniAffiliation unknown1
Muhamad AzharAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://ejournal.agribisnis.uho.ac.id/index.php/JIA/oai, first harvested 4 Nov 2026, last seen 4 Nov 2026.
Original metadata (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en-US">Pengaruh Word of Mouth dan Kualitas Produk terhadap  Keputusan Pembelian Kecap Kentjana di Kabupaten Kebumen</dc:title>
	<dc:creator>Azizah, Nur Mei</dc:creator>
	<dc:creator>Riptanti, Erlyna Wida</dc:creator>
	<dc:creator>Khomah, Isti</dc:creator>
	<dc:subject xml:lang="en-US">kecap</dc:subject>
	<dc:subject xml:lang="en-US">purchase decision</dc:subject>
	<dc:subject xml:lang="en-US">SEM-PLS</dc:subject>
	<dc:subject xml:lang="en-US">Word of Mouth</dc:subject>
	<dc:description xml:lang="en-US">Kecap Kentjana is the only sweet soy sauce product from Kebumen Regency produced by CV Srikandi Makmur Sejahtera since 1960. Kebumen people who are proud of local products will provide positive recommendations to create a positive reputation for the product. Word of Mouth can significantly increase product awareness and popularity, influencing purchasing decisions for Kecap Kentjana. Apart from Word of Mouth, consumer purchasing decisions are also influenced by price, product quality, and brand image variables. The study aims to determine the effect of these four variables on the purchase decision of Kentjana Soy Sauce in Kebumen Regency. The primary research method uses the descriptive analysis method. The purposive sampling method was used to determine the location. Data were obtained through observation, interviews, and recording using a questionnaire. The purposive sampling method was used to determine the number of samples, with 110 respondents. The Structural Equation Modeling (SEM) method with the Partial Least Square (PLS) approach is used to analyze the data. The results prove that purchasing decisions are significantly influenced by Word of Mouth and product quality. Positive information from someone who is known can encourage potential customers to buy Kentjana soy sauce because potential customers tend to trust recommendations from the closest people, and the quality of the taste offered by Kentjana soy sauce is different from other soy sauce, so purchasing decisions will increase. The results also prove that price and brand image do not significantly influence purchasing decisions. The Kebumen community has consumed Kentjana soy sauce for generations. People have the views and habits of always choosing Kentjana soy sauce as their first choice, so price and brand image variables do not influence purchasing decisions.</dc:description>
	<dc:publisher xml:lang="en-US">Department of Agribusiness, Halu Oleo University  Jointly with  Perhimpunan Ekonomi Pertanian Indonesia - Indonesian Society of Agricultural Economics (PERHEPI/ISAE)</dc:publisher>
	<dc:date>2024-11-03</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:identifier>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/1479</dc:identifier>
	<dc:identifier>10.37149/jia.v9i5.1479</dc:identifier>
	<dc:source xml:lang="en-US">JIA (Jurnal Ilmiah Agribisnis) : Jurnal Agribisnis dan Ilmu Sosial Ekonomi Pertanian; Vol. 9 No. 5 (2024); 412 - 421</dc:source>
	<dc:source>2527-273X</dc:source>
	<dc:source>10.37149/jia.v9i5</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://ejournal.agribisnis.uho.ac.id/index.php/JIA/article/view/1479/293</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2024 Nur Mei Azizah, Erlyna Wida Riptanti, Isti Khomah</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>