From Authenticity to Action: How Perceived Authenticity and Digital Word-of-Mouth Drive Purchase Intention for Local Products
Keywords:
Perceived Authenticity, e-WOM, Purchase Intention, Local Products, Consumer Behavior
Abstract
This study investigates the influence of perceived authenticity and electronic word-of-mouth (e-WOM) on consumers’ purchase intention toward local products in Balikpapan, Indonesia. Grounded in signaling theory, this research examines how internal product cues and external digital information shape consumer decision-making. A quantitative approach was employed using a survey of 150 respondents, and the data were analyzed using multiple linear regression with SPSS. The results reveal that perceived authenticity has a positive and significant effect on purchase intention, indicating that consumers highly value product originality, cultural representation, and credibility. In contrast, e-WOM does not show a significant direct effect on purchase intention, suggesting that consumers rely less on online reviews when evaluating local products. However, both variables jointly have a significant effect, demonstrating that consumer behavior is influenced by a combination of internal perceptions and external information. This study contributes to the literature by highlighting the dominant role of authenticity and identifying the contextual limitation of e-WOM in local product markets. The findings offer practical implications for local businesses to prioritize authenticity as a strategic driver of consumer engagement.
References
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Beverland, M. B., & Farrelly, F. J. (2010). The Quest for Authenticity in Consumption: Consumers’ Purposive Choice of Authentic Cues to Shape Experienced Outcomes. Journal of Consumer Research, 36(5), 838–856. https://doi.org/10.1086/615047
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Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research : Perspectives and research propositions. International Journal of Information Management, 59(June 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
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Halik, J. B., Halik, M. Y., Basongan, S., & Mapau, J. (2026). Strategic Distribution , Digital Marketing , and Open Innovation : Toward Integrated Capability Development for SME Performance. Asia Marketing Journal, 27(4), 355–371. https://doi.org/10.53728/2765-6500.1665
Halik, J. B., Lambe, K. H. ., Rostini, R., Aditasari, K., Juwita, A., Mutiarasari, A. G., Galib, M., Zaki, A., & Daud, A. (2026). DIGITAL MARKETING (1st ed.). CV. Luminary Press Indonesia.
Indrayani, I., & Nurlia, N. (2024). KOPERASI DAN AKSELERASI UMKM DI KOTA BALIKPAPAN. JURNAL ILMIAH UNIVERSITAS BATANGHARI JAMBI, 24(3), 2839.
Khan, M. A., Minhaj, S. M., Vivek, Alhashem, M., Nabi, M. K., Saifi, M. A., & Inkesar, A. (2024). Unleashing the role of e-word of mouth on purchase intention in select Facebook fan pages of smart phone users. PLOS ONE, 19(9), e0305631. https://doi.org/10.1371/journal.pone.0305631
Kim, J.-H., Song, H., & Youn, H. (2020). The chain of effects from authenticity cues to purchase intention: The role of emotions and restaurant image. International Journal of Hospitality Management, 85, 102354. https://doi.org/10.1016/j.ijhm.2019.102354
Kusawat, P., & Teerakapibal, S. (2022). Cross-cultural electronic word-of-mouth: a systematic literature review. Spanish Journal of Marketing - ESIC, 28(2), 126–143. https://doi.org/10.1108/SJME-06-2021-0116
Libai, B., Rosario, A. B., Beichert, M., Donkers, B., Haenlein, M., Hofstetter, R., Kannan, P. K., van der Lans, R., Lanz, A., Li, H. A., Mayzlin, D., Muller, E., Shapira, D., Yang, J., & Zhang, L. (2025). Influencer marketing unlocked: Understanding the value chains driving the creator economy. Journal of the Academy of Marketing Science, 53(1), 4–28. https://doi.org/10.1007/s11747-024-01073-2
Londong, J. P. (2024). Perilaku Konsumen Di Era Digital. MARIOBRE: Journal of Marketing Management and Innovative Business Review, 02(2), 15–26. https://doi.org/10.63416/mrb.v2i2.260
Manda, K., Jaya, A., Halik, J. B., Manajemen, P. S., Ekonomi, F., Kristen, U., & Paulus, I. (2026). E-WOM dan Author Image sebagai Faktor Penentu Keputusan Pembelian Novel Karya Virda A . Putri di Indonesia. Journal of Artificial Intelligence and Digital Business (RIGGS), 4(4), 10105–10112. https://doi.org/10.31004/riggs.v4i4.4719
Memon, M. A., Ramayah, T., Ting, H., & Cheah, J. (2025). PURPOSIVE SAMPLING : A REVIEW AND GUIDELINES FOR QUANTITATIVE RESEARCH. Journal of Applied Structural Equation Modeling, 9(1), 1–23. https://doi.org/10.47263/JASEM.9(1)01
Nabih, A. A., & Ashosseiny, H. M. (2024). The Impact of Brand Authenticity on Purchasing Intention: The Mediating Role of Brand Trust. The Review of Contemporary Scientific and Academic Studies, 4(7). https://doi.org/10.55454/rcsas.4.07.2024.008
Napoli, J., Dickinson, S., Beverland, M., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67, 1090–1098. https://doi.org/10.1016/j.jbusres.2013.06.001
Nurlia, N., Rohman, D. T., Hardinata, E., & Yudha, M. N. (2024). Penggunaan Media Sosial Terhadap Kinerja UMKM: Peran Moderasi Kemampuan Dinamis pada UMKM di Kecamatan Balikpapan Utara. Jurnal Manajemen Pendidikan Dan Ilmu Sosial (JMPIS), 5(6).
Okello, G. O. (2024). Statistical Methods Using SPSS (1st ed.). Chapman and Hall/CRC. https://doi.org/10.1201/9781003386636
Oktaviani, B. R., & Estaswara, B. H. (2022). Pengaruh Electronic Word Of Mouth (eWOM) di Media Sosial Twitter @avoskinbeuaty Terhadap Keputusan Pembelian Avoskin. Jurnal Publish (Basic and Applied Research Publication on Communications), 1(1), 10–24. https://doi.org/10.35814/publish.v1i1.3492
Pallant, J. (2020). SPSS Survival Manual: A step by step guide to data analysis using IBM SPSS (7th ed.) (7th ed.). Routledge. https://doi.org/10.4324/9781003117452
Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714–729. https://doi.org/10.1080/0965254X.2018.1466828
Purandare, A. (2024). The Role of Digital Marketing in Shaping Consumer Purchase Intentions in Emerging Economies. Journal of Ecohumanism, 3(8 SE-Articles), 14554– 14564. https://doi.org/10.62754/joe.v3i8.6849
Riadi, E. (2016). Statistika Penelitian (Analisis Manual dan IBM SPSS) (1st ed.). CV. Andi Offset.
Rohman, D. T., Nurlia, N., Hardinata, E., & Noor Yudha, M. (2024). ANALISIS DIGITAL MARKETING DAPAT MENINGKATKAN PURCHASE INTENTION PRODUK UMKM MELALUI CONTENT MARKETING DI KABUPATEN PENAJAM PASER UTARA. Jurnal Geoekonomi, 15(2), 294–303. https://doi.org/10.36277/geoekonomi.v15i2.531
Roreng, P. P., & Halik, J. B. (2025). Anchoring bias and risk aversion in the digital marketplace : investigating their influence on online consumer spending decisions. Brazilian Journal of Development, 11(9), 1–23. https://doi.org/10.34117/bjdv11n9-002
Susiati, D., Nurlia, N., Utami, E. Y., & Destiana, R. (2024). Establishing an Entrepreneurial Environment in Indonesia : Impact of CEO Social Capital , Marketing , and Financial Capabilities on the Performance and Sustainability of MSMEs. Internatonal Journal of Business, Law, and Education, 5(1), 195–214. https://doi.org/10.56442/ijble.v5i1.374
Tamara, K. L. T., Jaya, A., & Halik, J. baptista. (2023). Pengaruh Social Media Marketing dan Sales Promotion Terhadap Keputusan Pembelian Tastea Perintis Kemerdekaan Makassar. Al-Buhuts, 19(2), 112–131. https://journal.iaingorontalo.ac.id/index.php/ab/article/view/4163
Trusov, M., Bucklin, R. E., & Pauwels, K. H. (2011). Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1129351
Zhou, M., Liu, M., & Tang, D. (2013). Do the characteristics of online consumer reviews bias buyers’ purchase intention and product perception? A perspective of review quantity, review quality and negative review sequence. International Journal of Services, Technology and Management, 19(4–6), 166–186. https://doi.org/10.1504/IJSTM.2013.055632
Apriliani, H. N., & Setyawati, H. A. (2023). Pengaruh Electronic Word of Mouth, Brand Image, dan Brand Trust terhadap Keputusan Pembelian Produk Moisturizer Skintific. Jurnal Ilmiah Mahasiswa Manajemen, Bisnis Dan Akuntansi (JIMMBA), 5(3), 247–258. https://doi.org/10.32639/jimmba.v5i3.448
Badan Pusat Statistik Indonesia. (2021). Statistik Indonesia 2021. https://www.bps.go.id/id/publication/2021/02/26/938316574c78772f27e9b477/statistik-indonesia-2021.html
Beverland, M. B. (2005). Crafting Brand Authenticity: The Case of Luxury Wines. Journal of Management Studies, 42(5), 1003–1029. https://doi.org/10.1111/j.1467-6486.2005.00530.x
Beverland, M. B., & Farrelly, F. J. (2010). The Quest for Authenticity in Consumption: Consumers’ Purposive Choice of Authentic Cues to Shape Experienced Outcomes. Journal of Consumer Research, 36(5), 838–856. https://doi.org/10.1086/615047
Connelly, B., Certo, T., Ireland, R., & Reutzel, C. (2011). Signaling Theory: A Review and Assessment. Journal of Management - J MANAGE, 37, 39–67. https://doi.org/10.1177/0149206310388419
Dash, G., Paul, J., Aggarwal, S., & Alharthi, M. (2025). Determinants of repurchase intention in E-commerce and the moderating role of risks: an emerging digital economy perspective. European Journal of Management and Business Economics, 1–19. https://doi.org/10.1108/EJMBE-11-2024-0389
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research : Perspectives and research propositions. International Journal of Information Management, 59(June 2020), 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168
Erkan, I., & Evans, C. (2016). The influence of eWOM in social media on consumers’ purchase intentions: An extended approach to information adoption. Computers in Human Behavior, 61, 47–55. https://doi.org/10.1016/j.chb.2016.03.003
Halik, J. B., Halik, M. Y., Basongan, S., & Mapau, J. (2026). Strategic Distribution , Digital Marketing , and Open Innovation : Toward Integrated Capability Development for SME Performance. Asia Marketing Journal, 27(4), 355–371. https://doi.org/10.53728/2765-6500.1665
Halik, J. B., Lambe, K. H. ., Rostini, R., Aditasari, K., Juwita, A., Mutiarasari, A. G., Galib, M., Zaki, A., & Daud, A. (2026). DIGITAL MARKETING (1st ed.). CV. Luminary Press Indonesia.
Indrayani, I., & Nurlia, N. (2024). KOPERASI DAN AKSELERASI UMKM DI KOTA BALIKPAPAN. JURNAL ILMIAH UNIVERSITAS BATANGHARI JAMBI, 24(3), 2839.
Khan, M. A., Minhaj, S. M., Vivek, Alhashem, M., Nabi, M. K., Saifi, M. A., & Inkesar, A. (2024). Unleashing the role of e-word of mouth on purchase intention in select Facebook fan pages of smart phone users. PLOS ONE, 19(9), e0305631. https://doi.org/10.1371/journal.pone.0305631
Kim, J.-H., Song, H., & Youn, H. (2020). The chain of effects from authenticity cues to purchase intention: The role of emotions and restaurant image. International Journal of Hospitality Management, 85, 102354. https://doi.org/10.1016/j.ijhm.2019.102354
Kusawat, P., & Teerakapibal, S. (2022). Cross-cultural electronic word-of-mouth: a systematic literature review. Spanish Journal of Marketing - ESIC, 28(2), 126–143. https://doi.org/10.1108/SJME-06-2021-0116
Libai, B., Rosario, A. B., Beichert, M., Donkers, B., Haenlein, M., Hofstetter, R., Kannan, P. K., van der Lans, R., Lanz, A., Li, H. A., Mayzlin, D., Muller, E., Shapira, D., Yang, J., & Zhang, L. (2025). Influencer marketing unlocked: Understanding the value chains driving the creator economy. Journal of the Academy of Marketing Science, 53(1), 4–28. https://doi.org/10.1007/s11747-024-01073-2
Londong, J. P. (2024). Perilaku Konsumen Di Era Digital. MARIOBRE: Journal of Marketing Management and Innovative Business Review, 02(2), 15–26. https://doi.org/10.63416/mrb.v2i2.260
Manda, K., Jaya, A., Halik, J. B., Manajemen, P. S., Ekonomi, F., Kristen, U., & Paulus, I. (2026). E-WOM dan Author Image sebagai Faktor Penentu Keputusan Pembelian Novel Karya Virda A . Putri di Indonesia. Journal of Artificial Intelligence and Digital Business (RIGGS), 4(4), 10105–10112. https://doi.org/10.31004/riggs.v4i4.4719
Memon, M. A., Ramayah, T., Ting, H., & Cheah, J. (2025). PURPOSIVE SAMPLING : A REVIEW AND GUIDELINES FOR QUANTITATIVE RESEARCH. Journal of Applied Structural Equation Modeling, 9(1), 1–23. https://doi.org/10.47263/JASEM.9(1)01
Nabih, A. A., & Ashosseiny, H. M. (2024). The Impact of Brand Authenticity on Purchasing Intention: The Mediating Role of Brand Trust. The Review of Contemporary Scientific and Academic Studies, 4(7). https://doi.org/10.55454/rcsas.4.07.2024.008
Napoli, J., Dickinson, S., Beverland, M., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67, 1090–1098. https://doi.org/10.1016/j.jbusres.2013.06.001
Nurlia, N., Rohman, D. T., Hardinata, E., & Yudha, M. N. (2024). Penggunaan Media Sosial Terhadap Kinerja UMKM: Peran Moderasi Kemampuan Dinamis pada UMKM di Kecamatan Balikpapan Utara. Jurnal Manajemen Pendidikan Dan Ilmu Sosial (JMPIS), 5(6).
Okello, G. O. (2024). Statistical Methods Using SPSS (1st ed.). Chapman and Hall/CRC. https://doi.org/10.1201/9781003386636
Oktaviani, B. R., & Estaswara, B. H. (2022). Pengaruh Electronic Word Of Mouth (eWOM) di Media Sosial Twitter @avoskinbeuaty Terhadap Keputusan Pembelian Avoskin. Jurnal Publish (Basic and Applied Research Publication on Communications), 1(1), 10–24. https://doi.org/10.35814/publish.v1i1.3492
Pallant, J. (2020). SPSS Survival Manual: A step by step guide to data analysis using IBM SPSS (7th ed.) (7th ed.). Routledge. https://doi.org/10.4324/9781003117452
Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714–729. https://doi.org/10.1080/0965254X.2018.1466828
Purandare, A. (2024). The Role of Digital Marketing in Shaping Consumer Purchase Intentions in Emerging Economies. Journal of Ecohumanism, 3(8 SE-Articles), 14554– 14564. https://doi.org/10.62754/joe.v3i8.6849
Riadi, E. (2016). Statistika Penelitian (Analisis Manual dan IBM SPSS) (1st ed.). CV. Andi Offset.
Rohman, D. T., Nurlia, N., Hardinata, E., & Noor Yudha, M. (2024). ANALISIS DIGITAL MARKETING DAPAT MENINGKATKAN PURCHASE INTENTION PRODUK UMKM MELALUI CONTENT MARKETING DI KABUPATEN PENAJAM PASER UTARA. Jurnal Geoekonomi, 15(2), 294–303. https://doi.org/10.36277/geoekonomi.v15i2.531
Roreng, P. P., & Halik, J. B. (2025). Anchoring bias and risk aversion in the digital marketplace : investigating their influence on online consumer spending decisions. Brazilian Journal of Development, 11(9), 1–23. https://doi.org/10.34117/bjdv11n9-002
Susiati, D., Nurlia, N., Utami, E. Y., & Destiana, R. (2024). Establishing an Entrepreneurial Environment in Indonesia : Impact of CEO Social Capital , Marketing , and Financial Capabilities on the Performance and Sustainability of MSMEs. Internatonal Journal of Business, Law, and Education, 5(1), 195–214. https://doi.org/10.56442/ijble.v5i1.374
Tamara, K. L. T., Jaya, A., & Halik, J. baptista. (2023). Pengaruh Social Media Marketing dan Sales Promotion Terhadap Keputusan Pembelian Tastea Perintis Kemerdekaan Makassar. Al-Buhuts, 19(2), 112–131. https://journal.iaingorontalo.ac.id/index.php/ab/article/view/4163
Trusov, M., Bucklin, R. E., & Pauwels, K. H. (2011). Effects of Word-of-Mouth versus Traditional Marketing: Findings from an Internet Social Networking Site. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.1129351
Zhou, M., Liu, M., & Tang, D. (2013). Do the characteristics of online consumer reviews bias buyers’ purchase intention and product perception? A perspective of review quantity, review quality and negative review sequence. International Journal of Services, Technology and Management, 19(4–6), 166–186. https://doi.org/10.1504/IJSTM.2013.055632
Published
2026-06-10
How to Cite
Patta, R., Fitriani, N., Heru, N., & Hasan, S. (2026). From Authenticity to Action: How Perceived Authenticity and Digital Word-of-Mouth Drive Purchase Intention for Local Products. Journal of Marketing Management and Innovative Business Review, 4(1), 101-117. https://doi.org/10.63416/mrb.v4i1.469
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Copyright (c) 2026 Ribka Patta, Nur Fitriani, Nikolas Heru, Syahril Hasan
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