The Effect of Product Quality, Word of Mouth, and Brand Trust on Purchasing Decisions of Yusuf Tempe MSMEs
Pengaruh Kualitas Produk, Word of Mouth dan Kepercayaan Brand Terhadap Keputusan Pembelian UMKM Tempe Yusuf
DOI:
https://doi.org/10.21070/ups.10356Keywords:
Product Quality, Word of Mouth, Brand Trust, Purchasing DecisionsAbstract
This study analyzes the influence of product quality, word of mouth, and brand trust on purchasing decisions for Tempe Yusuf products in local food SMEs. The research is based on the importance of these factors in shaping consumer behavior in an increasingly competitive market. A quantitative approach was applied using a survey method, with questionnaires distributed to 96 respondents who had previously purchased Tempe Yusuf products. Respondents were selected through purposive sampling, and the sample size met the requirements for regression analysis. Data were analyzed using multiple linear regression with the assistance of SPSS software. The findings reveal that product quality and word of mouth have a positive and significant effect on purchasing decisions, while brand trust does not show a significant influence. Therefore, improving product quality and strengthening word of mouth strategies, including digital promotion, are essential for increasing consumer purchasing decisions.
Downloads
References
W. Pebrianti, A. Arweni, And M. Awal, “Digital Marketing, E-Wom, Brand Awareness Dan Keputusan Pembelian Kopi Milenial,” J. Ilmu Ekon. Sos., Vol. 11, No. 1, Pp. 48–56, 2020, Doi: 10.35724/Jies.V11i1.2848.
D. Triana, H. Sukoco, H. Farisi, And A. Safitri, “Terhadap Keputusan Pembelian Pada Konsumen Cafe The Effect Of Cafe Atmosphere , Lifestyle , Consumer Satisfaction On Purchase Decisions Of Cafe Consumers,” No. November, Pp. 6492–6501, 2024.
W. I. Aghitsni And N. Busyra, “Jimea | Jurnal Ilmiah Mea ( Manajemen , Ekonomi , Dan Akuntansi ),” J. Ilm. Mea (Manajemen, Ekon. Dan Akuntansi), Vol. 6, No. 3, Pp. 38–51, 2022.
A. Soetiyono And Alexander, “Pengaruh Kualitas Layanan, Kualitas Produk Dan Harga Terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan Mie Gacoan Di Bekasi Timur,” J. Econ., Vol. 2, No. 2, Pp. 692–708, 2023, Doi: 10.55681/Economina.V2i2.352.
M. Sahal, R. Afrianto, F. S. Anggraeni, And R. Pratiwi, “Pengaruh Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Batik Benang Ratu Di Semarang,” Vol. 5, No. 2, Pp. 73–82, 2025.
H. Kusmayadi, “Konstruk Branding Halal Serta Pengaruhnya Pada Niat Pembelian Dan Wom Di Indonesia,” 2024.
C. Zarco And D. Herzallah, “Review Guerrilla Marketing In The 21st Century: A Systematic Analysis Of The Discipline Through A Literature Review, A Taxonomy And Identification Of The Most Relevant Variables,” J. Humanit. Soc. Sci., Vol. 6, No. 4, Pp. 108–126, 2023, Doi: 10.33140/Jhss.06.04.01.
I. Setiawan And P. Asti, “Transformasi Digital Marketing Dan E-Wom: Analisis Pengaruhnya Terhadap Minat Beli Konsumen Dalam Era Ekonomi Digital,” Vol. 2, No. 3, Pp. 37–43, 2025.
F. Ngabiso, D. L. Radji, And U. Kango, “Pengaruh Citra Merek (Brand Image) Dan Kepercayaan Merek (Brand Trust) Terhadap Loyalitas Merek (Brand Loyalty) Pada Produk Air Minum Dalam Kemasan Merek Aqua (Studi Pada Konsumen Amdk Merek Aqua Di Kota Gorontalo),” Jambura J. Ilm. Manaj. Dan Bisnis, Vol. 4, No. 1, Pp. 1–12, 2021, Doi: 10.37479/Jimb.V4i1.10453.
F. D. Mulyanto And D. Darmawan, “Pengaruh Kepercayaan Terhadap Loyalitas Pelanggan Tokopedia,” J. Ris. Psikol., Vol. 6, No. 1, P. 9, 2023.
H. Tampubolon And N. Evi, “Peran Perilaku Konsumen Sebagai Mediasi Pada Hubungan Kualitas Pelayanan Dan Kualitas Produk Terhadap Keputusan Pembelian Herikson,” Vol. 09, No. 01, Pp. 17–23, 2023.
Mita, “Pengaru Harga, Kemudahan Penggunaan, Dan Ulasan Konsumen Daring Terhadap Keputusan Pembelian Pada Marketplace Shopee,” Pharmacogn. Mag., Vol. 75, No. 17, Pp. 399–405, 2021.
M. Saputra, N. Sari, Y. Wahyuningsih, And L. Lislindawati, “Keputusan Pembelian Konsumen Gender Pria Di E-Commerce,” J. Ilm. Manajemen, Ekon. Akunt., Vol. 7, No. 3, Pp. 1527–1545, 2023, Doi: 10.31955/Mea.V7i3.3558.
F. W. Ayu Nur Rahma Oktavianti1, Siti Sarah, “Pengaruh Kualitas Produk, Brand Trust Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian Pada Produk Sunscreen Wardah Berkandungan 4-Methylbenzylidene Camphor,” Vol. 5, No. 1, 2024.
“5. Pengaruh Endorser, Electronic Word Of Mouth Dan Kualitas Produk Terhadap Minat Beli Dan Implikasinya Terhadap Keputusan Pembelian (Suatu Survey Pada Konsumen Produk Umkm Makanan Khas Riau __Di Pekanbaru)__”.
S. Dhea Febyana, L. E. Herman Mulyono, And M. Mujahid Dakwah, “Pengaruh Electronic Word Of Mouth, Kualitas Produk Dan Product Knowledge Terhadap Keputusan Pembelian Produk Kosmetik Blp Beauty (Studi Pada Mahasiswi Di Kota Mataram),” J. Sos. Ekon. Dan Hum., Vol. 9, No. 1, Pp. 68–73, 2023, Doi: 10.29303/Jseh.V9i1.199.
E. Pingki And S. R. Ekasari, “Pengaruh Social Media Marketing, Electronic Word- Of-Mouth Dan Brand Trust Terhadap Keputusan Pembelianproduk Kosmetik Msi,” Cakrawangsa Bisnis, Vol. 4, No. 1, Pp. 115–128, 2023, [Online]. Available: Https://Journal.Stimykpn.Ac.Id/Index.Php/Cb/Article/Download/415/195
W. A. Baihaqki And M. Hariasih, “The Influence Of Digital Marketing , Online Customer Reviews , And Product Quality On Purchasing Decisions Of Muhammadiyah University Of Sidoarjo Students On Shopee [ Pengaruh Digital Marketing , Online Customer Review , Dan Kualitas Produk Terhadap Keput,” Pp. 1–13, 2023.
A. R. Kurniawan And M. Oetarjo, “Brand, Price, And Word Of Mouth Impact Global Consumer Choices,” Acad. Open, Vol. 9, No. 1, Pp. 1–15, 2024, Doi: 10.21070/Acopen.9.2024.8172.
W. I. Aghitsni And N. Busyra, “Pengaruh Kualitas Produk Terhadap Keputusan Pembelian Kendaraan Bermotor Di Kota Bogor,” J. Ilm. Manajemen, Ekon. Akunt., Vol. 6, No. 3, Pp. 38–51, 2022, Doi: 10.31955/Mea.V6i3.2271.
W. R. Rajendra Bilfhatah1, “Pengaruh Home Made Production Dan Bundling Program Terhadap Meningkatnya Penjualan Siomay Bandung Juragan,” Vol. 3, No. 1, 2023.
K. Z. Vani Nurhaliza, Dinda Fatmawati, Yefron Aditia, Restu Utama, Desi Isnaini, “Pengaruh Bahan Baku Dan Harga Jual Terhadap Kualitas Produk Olahan Kedai Makanan Vani,” Vol. 20, No. 4, Pp. 1–12, 2025.
C. Debby, M. Sari, And D. Komalasari, “The Effect Word Of Mouth , Product Quality And Price On Purchase Decisions At Mie Gacoan In Sidoarjo [ Pengaruh Word Of Mouth , Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Mie Gacoan Sidoarjo ],” Pp. 1–13.
S. Dea Pramesty Noor Indah Sari1, Rizky Eka Febriansyah2, “The Influence Of E-Service Quality, Promotion And E-Wom On The Purchase Decision Of Scarlett Whitening Brand On Shopee-Pengaruh Kualitas Pelayanan, Promosi, Dan E-Wom Terhadap Keputusan Pembelian Brand Scarlett Whitening Pada Shopee,” J. Econ. Bus. Account., Vol. 7, Pp. 1046–1059, 2024.
A. R. Layyina And S. Sudarso, “Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk Fashion Di Tiktok Pada Mahasiswa Universitas Muhammadiyah Sidoarjo,” Pp. 1–13.
A. A. Khusna And M. Hariasih, “Pengaruh Kualitas Produk, Wom (Word Of Mouth), Harga Terhadap Minat Beli Pada Warung Makan Nasi Pecel Nyamleng Di Desa,” Indones. J. Law Econ. Rev., Vol. 14, No. 1, Pp. 6–14, 2022.
P. Harisandi, A. Yahya, R. Risqiani, And P. Purwanto, “Peran Harga Dan Citra Merek Dalam Mediasi Pengaruh E-Word To Mouth Terhadap Keputusan Pembelian Melalui Aplikasi Tiktok,” Mukadimah J. Pendidikan, Sejarah, Dan Ilmu-Ilmu Sos., Vol. 7, No. 2, Pp. 277–285, 2023, Doi: 10.30743/Mkd.V7i2.7232.
E. Ismagilova, E. L. Slade, And N. P. Rana, “The Effect Of Electronic Word Ofmouth Communications On Intention To Buy: A Meta-Analysis,” Inf. Syst. Front., Pp. 1–24, 2019.
M. Fauzen And D. K. Sari, “Mengeksplorasi Dampak Atmosfer Toko, Kualitas Produk, Dan Word Of Mouth Terhadap Keputusan Pembelian: Studi Kuantitatif Di Kiroro Bakery Muhammad,” Indones. J. Law Econ. Rev., Vol. 14, No. 2, Pp. 6–14, 2022.
W. Nasution And D. K. Sari, “The Influence Of Brand Image, Experiential Marketing And Word Of Mouth On Purchase Decisions At E-Commerce Shopee In Sidoarjo,” Acad. Open, Vol. 4, Pp. 1–13, 2021, Doi: 10.21070/Acopen.4.2021.2608.
B. Andrianti And M. Oetardjo, “Pengaruh Digital Marketing, Brand Awareness, Dan Word Of Mouth Terhadap Keputusan Pembelian,” Indones. J. Law Econ. Rev., Vol. 14, Pp. 6–14, 2022.
R. M. Fredy Djami, “Analisis Pengaruh Brand Trust Terhadap Brand Loyalty Pada Aplikasi E-Wallet Dana,” Vol. 2, No. 1, Pp. 621–633, 2025, [Online]. Available: Https://Jurnal.Serambimekkah.Ac.Id/Index.Php/Mister/Article/View/2505
Berlina Andrianti And M. Oetardjo, “Pengaruh Digital Marketing, Brand Awareness, Dan Word Of Mouth Terhadap Keputusan Pembelian Berlina,” Indones. J. Law Econ. Rev., Vol. 14, Pp. 6–14, 2022.
A. E. Rahmawati And Rochmaniah, “Pengaruh Komunikasi Word Of Mouth, Motivasi Konsumen, Dan Lingkungan Dalam Keputusan Pembelian Air Mineral Kemasan Pada Ibu Rumah Tangga,” Indones. J. Law Econ. Rev., Vol. 14, Pp. 6–14, 2022.
M. N. Putri And S. Sudarso, “The Influence Of Price , Product Quality , And Promotion On Purchasing Decisions With Consumer Satisfaction As An Intervening Variable ( Case Study Of Home Industry Consumers Of Tempe Products In Sepande Village ) [ Pengaruh Harga , Kualitas Produk , Dan ,” Pp. 1–30.
Amirullah, “Prinsip-Prinsip Manajemen Pemasaran,” Lib. Yogyakarta., P. 156, 2014.
N. H. A. Hardani, Helmina Andriani, Jumari Ustiawaty, Evi Fatmi Utami, Ria Rahmatul Istiqomah, Roushandy Asri Fardani, Dhika Juliana Sukmana, Buku Metode Penelitian Kualitatif, Vol. 5, No. 1. 2020.
S. Wulandari, A. Maduwinarti, And A. Pujianto, “Pengaruh Brand Awareness Dan Label Halal Terhadap Kputusan Pembelian Tja N’tjuk (Jajanan Korea) Kodam Surabaya Suci,” Vol. 05, No. 02, Pp. 1–23, 2025.
R. Dwi, P. Fitriani, M. Hariasih, And L. Indayani, “Endorser Terhadap Keputusan Pembelian Produk Luxcrime Di Tiktok Shop,” Vol. 8, No. 3, Pp. 971–984, 2025.
D. I. B. Ukgs, “Peran Lingkungan Keluarga Dan Lingkungan Sosial Dalam Membentuk Minat Mahasiswa Untuk Wirausaha Di Bidang Ukgs,” Vol. 4, No. 2, Pp. 168–173, 2025.
A. Veronica Et Al., Metodologi Penelitian Kuantitatif. 2022.
S. Sudarso, “Analisis Implementasi Segmenting, Targeting Dan Positioning Terhadap Keputusan Pembelian Pada Kedai Abg Sidoarjo,” J. Ris. Entrep., Vol. 5, No. 1, P. 7, 2022, Doi: 10.30587/Jre.V5i1.3342.
Sudariana And Yoedani, “Analisis Statistik Regresi Linier Berganda,” Seniman Trans., Vol. 2, No. 2, Pp. 1–11, 2022.
M. M. Sanaky, “Analisis Faktor-Faktor Keterlambatan Pada Proyek Pembangunan Gedung Asrama Man 1 Tulehu Maluku Tengah,” J. Simetrik, Vol. 11, No. 1, Pp. 432–439, 2021, Doi: 10.31959/Js.V11i1.615.
N. Y. Aditiya, E. S. Evani, And S. Maghfiroh, “Konsep Uji Asumsi Klasik Pada Regresi Linier Berganda,” J. Ris. Akunt. Soedirman, Vol. 2, No. 2, Pp. 102–110, 2023, Doi: 10.32424/1.Jras.2023.2.2.10792.
S. Suhartono And A. C. Sari, “Kemampuan Kualitas Audit Memoderasi Pengaruh Fraud Hexagon Terhadap Fraudulent Financial Statements,” J. Bina Akunt., Vol. 10, No. 2, Pp. 732–757, 2023, Doi: 10.52859/Jba.V10i2.435.
N. Fadilah And A. Sandira, Manajemen Pemasaran : Strategi , Digital , Dan Inovasi Penerbit Serasi Media Teknologi, No. September. 2025.
W. Arifin, M. Marsudi, And R. Wijaya, “The Effect Of Product Quality On Purchase Decision Mediated By Brand Image In Zara Women’s Bag Consumers,” Jamanika (Jurnal Manaj. Bisnis Dan Kewirausahaan), Vol. 2, No. 04, Pp. 367–378, 2022, Doi: 10.22219/Jamanika.V2i04.23808.
F. C. Maia, E. D. S. Saldanha, And B. Graciana, “The Effect Of Product Quality And Service Quality On Purchasing Decisions Through Corporate Image As Mediation Variable,” Timor Leste J. Bus. Manag., Vol. 5, No. May, Pp. 68–80, 2023, Doi: 10.51703/Bm.V5i0.114.
P. Kotler And K. L. Keller, “Philip_Kotler_Manajemen_Pemasaran_Edisi.Pdf,” 2016. [Online]. Available: Http://Docplayer.Info/31435130-Bab-Iii-Landasan-Teori-Membeli-Untuk-Mewujudkan-Kepuasan-Konsumen-Maka-Perusahaan-Harus.Html
Et Al., “Implementasi Metode A*Star Pada Pencarian Rute Terdekat Menuju Tempat Kuliner Di Menes Pandeglang Banten,” Geodika J. Kaji. Ilmu Dan Pendidik. Geogr., Vol. 4, No. 1, Pp. 85–94, 2020, Doi: 10.29408/Geodika.V4i1.2068.
T. Adriana, L. Ellitan, And R. S. H. Lukito, “Pengaruh Social Media Marketing Dan Electronic Word Of Mouth Terhadap Purchase Intention Melalui Brand Image Pada Scarlett- Whitening Di Surabaya,” J. Ilm. Mhs. Manaj. Jumma, Vol. 11, No. 1, Pp. 21–29, 2022, Doi: 10.33508/Jumma.V11i1.3947.
W. Putri And H. Harti, “Pengaruh Brand Image Dan Brand Ambassador Terhadap Keputusan Pembelian Melalui Kepercayaan Konsumen Pada Produk Scarlett,” J. Dimens., Vol. 11, No. 2, Pp. 346–363, 2022, Doi: 10.33373/Dms.V11i2.4143.
M. I. Pratama, “Pengaruh Brand Trust, Customer Review Dan Website Quality Terhadap Keputusan Pembelian Pada Shopee,” Accid. Anal. Prev., Vol. 183, No. 2, Pp. 153–164, 2023.
Downloads
Additional Files
Posted
License
Copyright (c) 2026 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
