The Influence of Brand Image and Viral Marketing on Purchase Decisions of Kokumi Products in Medan Selayang District
Keywords:
Brand Image, Viral Marketing, Purchase Decision, Kokumi, F&B
Abstract
Background: This research aims to determine the effect of brand image and viral marketing on the purchase desicion Kokumi products in Medan Selayang District. The focus of this research is to analyze how a brand is perceived by consumers and how strongly viral marketing strategies can encourage consumers to make transactions.
Method: The sample in this research used purposive sampling, consisting of 100 respondents who had consumed Kokumi products at least twice. Data collection methods included interviews, questionnaires, and documentation studies. Data analysis techniques include descriptive statistics, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination (R²).
Results: The results of this research show that brand image and viral marketing simultaneously have a significant effect on purchasing decisions. The tests conducted show that brand image and viral marketing partially have a positive and significant effect on purchasing decisions. The Adjusted R Square value on purchasing decisions was 0.872, meaning that 87.2% can be explained by brand image and viral marketing.
Conclusion: The practical implications of this research indicate that Kokumi management can be more adapt to existing market changes, especially since the current F&B market competition is quite tight.
References
Adilla, P., & Hendratmoko, C. (2023). Pengaruh Brand Image, Harga, Kualitas Produk Dan Content Marketing Terhadap Keputusan Pemeblian Barang Thrift Melalui Instagram Di Solo Raya. Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK). 2.455-466)
Akbari, R. Z., Wendy, Listiana, E. ., Hasanudin, & Fauzan, R. (2024). The Role of Brand Image in Mediating the Influence of Social Media Marketing and Product Quality on Purchase Decision Uniqlo in Indonesia. Ilomata International Journal of Management, 5(1), 23–44. https://doi.org/10.52728/ijjm.v5i1.983
Badan Pusat Statistik Kota Medan. (2024). Statistik Daerah Kota Medan 2024. BPS: Kota Medan
Baroto, M. I., & Artanti, Y. (2023). The Influence of Brand Image and Product Quality on Purchasing Decisions of NU Green Tea. International Journal of Multicultural and Multireligious Understanding, 10(12), 64. https://doi.org/10.18415/ijmmu.v10i12.5224
Dian Mardiana, R. S. (2023). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian. Manajemen Dan Kewirausahaan, 4(1), 29–40. https://doi.org/10.53682/mk.v4i1.5821
Diawati, P., Putri, R. R., Sugesti, H., Hakim, L., & Farizki, R. (2021). Pengaruh brand ambassador dan viral marketing terhadap proses keputusan pembelian pada konsumen marketplace. JPPI (Jurnal Penelitian Pendidikan Indonesia), 7(4), 560. https://doi.org/10.29210/020211245
Electroiq. (2026) Statistik Popularitas Bubble Tea Berdasarkan Asal, Perkembangan, Demografi, dan Tren. https://electroiq.com/stats/bubble-tea-popularity-statistics/, diakses 12 April 2025.
Intan, D., Widodo, D. S., & Rachmawati, D. (2025). The influence of brand image and promotion on purchase decisions of Eiger footwear products: A case study at the Eiger Grand Depok City branch. Jurnal Bisnis Mahasiswa, 5(5), 2726–2738. https://doi.org/10.60036/jbm.847
Juan Carlos, G., Indrianna Meutia, K. ., Indra Wahyu Putra, C. ., Widjanarko, W. ., Hasanuddin, H., Siagian, R. ., & Sobari, M. . (2024). The Role of Mediating Purchase Intention : Influence Between Brand Image and Social Media on Buying Decision Traveloka Apps in Bekasi City. Dinasti International Journal of Economics, Finance & Accounting, 5(2), 542–551. https://doi.org/10.38035/dijefa.v5i2.2562
Kamal, K., Alaydrus, A., Jakaputera Djamalang, Z., Esianta, E., & Hijrah, N. (2025). Pengaruh Viral Marketing, Brand Image Dan Positive Emotional Experience Terhadap Keputusan Pembelian Konsumen Memilih Mixue Cabang Inpres Kota Palu. Jurnal Ekonomi Trend, 13(1), 91-99. https://doi.org/10.31970/trend.v13i1.557
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management Building, Measuring, and Managing Brand Equity (Fifth Edition). Pearson Education
Khairunnisa Shofiyah (2022). Pengaruh Sosial Media Marketing Instagram, Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Ms Glow (Studi Kasus Pada Konsumen Distributor Ms Glow Panakukkang Di Kota Makassar). CEMERLANG : Jurnal Manajemen Dan Ekonomi Bisnis, 2(4), 110–126. https://doi.org/10.55606/cemerlang.v2i4.502
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
Latulinskey, Clariva Ambar Lukitaningsih, Lusia Tria Hatmanti, U. (2025). Pengaruh Viral Marketing dan Digital Marketing Terhadap Keputusan Pembelian Melalui Purchase. Jimea: Jurnal Ilmiah MEA (Manajemen, Ekonomi , dan Akuntansi). 9(1), 1884–1912.
Leonalda, F., Reonald, N., & M. (2023). Pengaruh Viral Marketing, Influencer Marketing dan Referral Progam Terhadap Keputusan Pembelian Bussines To Bussines di Aplikasi Sosial Media Tiktok. Jurnal POAC Fakultas Ekonomi Dan Bisnis, 1, 58-73.
Octavia, A. N., Erlinda, D., & Lau, M. P. (2023). Analisis Citra Merek, Periklanan dan Word of Mouth terhadap Keputusan Pembelian Kosmetik Wardah. Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA), 2(02), 157–167. https://doi.org/10.34152/emba.v2i02.817
Pilipus, R. R., Aransyah, M. F., & ... (2021). Pengaruh WoM (Word of Mouth), Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Minuman Thai Tea Pada Dum Dum …. JAMBURA: Jurnal Ilmiah …, 4(1), 61–72. http://ejurnal.ung.ac.id/index.php/JIMB/article/view/10463%0Ahttps://ejurnal.ung.ac.id/index.php/JIMB/article/download/10463/2900
Wongkar, K., Lumanauw, B., & Kawet, R. C. (2023). Pengaruh Viral Marketing, Food Quality Dan Brand Image Terhadap Keputusan Pembelian Produk Kokumi Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(3), 431–441. https://doi.org/10.35794/emba.v11i3.49014
Rina, Heikal, M., Maryudi, & Subhan, M. (2023). Pengaruh Citra Merek Kualitas Produk Kualitas Pelayanan dan Gaya Hidup Mahasiswa Terhadap Minat Beli Produk Skincare Pada E-Commerce. Jurnal Visioner & Strategis, 12(2), 47–56.
Siringoringo, A. (2021). Pengaruh Viral Marketing, Celebrity Endorsement Dan Brand Awareness Terhadap Keputusan Pembelian Pada Geprek Bensu Medan. Program Studi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Medan Area.
Sondakh, N. D., Tumbel, A. L., & Djenmy, W. (2022). Pengaruh Viral Marketing, Brand Image dan Harga terhadap Keputusan Pembelian Kokumi Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(4), 479–489.
Sodik, M., F., W., H., , Cahyani, P., & D. (2024). Pengaruh Electronic-Word Of Mouth dan Brand Image Terhadap Purchase Decision dan Buying Interest Sebagai Variabel Intervening Pada Sepatu Adidas di Daerah Istimewa Yogyakarta. Jurnal Manajemen Terapan Dan Keuangan (Mankeu, 13(05), 1535-1547
Sri Astuti, W., & Purba, M. I. (2024). Analysis of Viral Marketing, Online Customer Review, and Brand Awareness on Purchasing Decisions on TikTok Social Media. Journal of Economic, Business and Accounting, 7(2017), 4504–4509.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta.
Suhardi, Y., Munandar, D., Sampurna, D.S., Pragiwani, M., Diana. (2024). The Influence Of Brand Image, Promotion And Product Quality On Purchase Decisions For Ardeponds Indonesia (Case Study Of Ardeponds Indonesia Skincare In Pulogadung District). International Journal of Artificial Intelegence Research. 8 (1.1). https://doi.org/10.29099/ijair.v8i1.1.1193
Wongkar, K., Lumanauw, B., & Kawet, R. C. (2023). Pengaruh Viral Marketing, Food Quality Dan Brand Image Terhadap Keputusan Pembelian Produk Kokumi Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(3), 431–441. https://doi.org/10.35794/emba.v11i3.49014
Akbari, R. Z., Wendy, Listiana, E. ., Hasanudin, & Fauzan, R. (2024). The Role of Brand Image in Mediating the Influence of Social Media Marketing and Product Quality on Purchase Decision Uniqlo in Indonesia. Ilomata International Journal of Management, 5(1), 23–44. https://doi.org/10.52728/ijjm.v5i1.983
Badan Pusat Statistik Kota Medan. (2024). Statistik Daerah Kota Medan 2024. BPS: Kota Medan
Baroto, M. I., & Artanti, Y. (2023). The Influence of Brand Image and Product Quality on Purchasing Decisions of NU Green Tea. International Journal of Multicultural and Multireligious Understanding, 10(12), 64. https://doi.org/10.18415/ijmmu.v10i12.5224
Dian Mardiana, R. S. (2023). Analisis Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian. Manajemen Dan Kewirausahaan, 4(1), 29–40. https://doi.org/10.53682/mk.v4i1.5821
Diawati, P., Putri, R. R., Sugesti, H., Hakim, L., & Farizki, R. (2021). Pengaruh brand ambassador dan viral marketing terhadap proses keputusan pembelian pada konsumen marketplace. JPPI (Jurnal Penelitian Pendidikan Indonesia), 7(4), 560. https://doi.org/10.29210/020211245
Electroiq. (2026) Statistik Popularitas Bubble Tea Berdasarkan Asal, Perkembangan, Demografi, dan Tren. https://electroiq.com/stats/bubble-tea-popularity-statistics/, diakses 12 April 2025.
Intan, D., Widodo, D. S., & Rachmawati, D. (2025). The influence of brand image and promotion on purchase decisions of Eiger footwear products: A case study at the Eiger Grand Depok City branch. Jurnal Bisnis Mahasiswa, 5(5), 2726–2738. https://doi.org/10.60036/jbm.847
Juan Carlos, G., Indrianna Meutia, K. ., Indra Wahyu Putra, C. ., Widjanarko, W. ., Hasanuddin, H., Siagian, R. ., & Sobari, M. . (2024). The Role of Mediating Purchase Intention : Influence Between Brand Image and Social Media on Buying Decision Traveloka Apps in Bekasi City. Dinasti International Journal of Economics, Finance & Accounting, 5(2), 542–551. https://doi.org/10.38035/dijefa.v5i2.2562
Kamal, K., Alaydrus, A., Jakaputera Djamalang, Z., Esianta, E., & Hijrah, N. (2025). Pengaruh Viral Marketing, Brand Image Dan Positive Emotional Experience Terhadap Keputusan Pembelian Konsumen Memilih Mixue Cabang Inpres Kota Palu. Jurnal Ekonomi Trend, 13(1), 91-99. https://doi.org/10.31970/trend.v13i1.557
Keller, K. L., & Swaminathan, V. (2020). Strategic Brand Management Building, Measuring, and Managing Brand Equity (Fifth Edition). Pearson Education
Khairunnisa Shofiyah (2022). Pengaruh Sosial Media Marketing Instagram, Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Ms Glow (Studi Kasus Pada Konsumen Distributor Ms Glow Panakukkang Di Kota Makassar). CEMERLANG : Jurnal Manajemen Dan Ekonomi Bisnis, 2(4), 110–126. https://doi.org/10.55606/cemerlang.v2i4.502
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Pearson.
Latulinskey, Clariva Ambar Lukitaningsih, Lusia Tria Hatmanti, U. (2025). Pengaruh Viral Marketing dan Digital Marketing Terhadap Keputusan Pembelian Melalui Purchase. Jimea: Jurnal Ilmiah MEA (Manajemen, Ekonomi , dan Akuntansi). 9(1), 1884–1912.
Leonalda, F., Reonald, N., & M. (2023). Pengaruh Viral Marketing, Influencer Marketing dan Referral Progam Terhadap Keputusan Pembelian Bussines To Bussines di Aplikasi Sosial Media Tiktok. Jurnal POAC Fakultas Ekonomi Dan Bisnis, 1, 58-73.
Octavia, A. N., Erlinda, D., & Lau, M. P. (2023). Analisis Citra Merek, Periklanan dan Word of Mouth terhadap Keputusan Pembelian Kosmetik Wardah. Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA), 2(02), 157–167. https://doi.org/10.34152/emba.v2i02.817
Pilipus, R. R., Aransyah, M. F., & ... (2021). Pengaruh WoM (Word of Mouth), Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Minuman Thai Tea Pada Dum Dum …. JAMBURA: Jurnal Ilmiah …, 4(1), 61–72. http://ejurnal.ung.ac.id/index.php/JIMB/article/view/10463%0Ahttps://ejurnal.ung.ac.id/index.php/JIMB/article/download/10463/2900
Wongkar, K., Lumanauw, B., & Kawet, R. C. (2023). Pengaruh Viral Marketing, Food Quality Dan Brand Image Terhadap Keputusan Pembelian Produk Kokumi Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(3), 431–441. https://doi.org/10.35794/emba.v11i3.49014
Rina, Heikal, M., Maryudi, & Subhan, M. (2023). Pengaruh Citra Merek Kualitas Produk Kualitas Pelayanan dan Gaya Hidup Mahasiswa Terhadap Minat Beli Produk Skincare Pada E-Commerce. Jurnal Visioner & Strategis, 12(2), 47–56.
Siringoringo, A. (2021). Pengaruh Viral Marketing, Celebrity Endorsement Dan Brand Awareness Terhadap Keputusan Pembelian Pada Geprek Bensu Medan. Program Studi Manajemen Fakultas Ekonomi Dan Bisnis Universitas Medan Area.
Sondakh, N. D., Tumbel, A. L., & Djenmy, W. (2022). Pengaruh Viral Marketing, Brand Image dan Harga terhadap Keputusan Pembelian Kokumi Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(4), 479–489.
Sodik, M., F., W., H., , Cahyani, P., & D. (2024). Pengaruh Electronic-Word Of Mouth dan Brand Image Terhadap Purchase Decision dan Buying Interest Sebagai Variabel Intervening Pada Sepatu Adidas di Daerah Istimewa Yogyakarta. Jurnal Manajemen Terapan Dan Keuangan (Mankeu, 13(05), 1535-1547
Sri Astuti, W., & Purba, M. I. (2024). Analysis of Viral Marketing, Online Customer Review, and Brand Awareness on Purchasing Decisions on TikTok Social Media. Journal of Economic, Business and Accounting, 7(2017), 4504–4509.
Sugiyono. (2019). Metode Penelitian Kuantitatif, Kualitatif Dan R&D. Bandung: Alfabeta.
Suhardi, Y., Munandar, D., Sampurna, D.S., Pragiwani, M., Diana. (2024). The Influence Of Brand Image, Promotion And Product Quality On Purchase Decisions For Ardeponds Indonesia (Case Study Of Ardeponds Indonesia Skincare In Pulogadung District). International Journal of Artificial Intelegence Research. 8 (1.1). https://doi.org/10.29099/ijair.v8i1.1.1193
Wongkar, K., Lumanauw, B., & Kawet, R. C. (2023). Pengaruh Viral Marketing, Food Quality Dan Brand Image Terhadap Keputusan Pembelian Produk Kokumi Manado. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(3), 431–441. https://doi.org/10.35794/emba.v11i3.49014
Published
2026-02-19
How to Cite
Royani, I., Rivana, A., & Parulian Sihombing, T. (2026). The Influence of Brand Image and Viral Marketing on Purchase Decisions of Kokumi Products in Medan Selayang District. Sharia Economic and Management Business Journal (SEMBJ), 7(1), 411-427. https://doi.org/10.62159/sembj.v7i1.2374
Section
Articles
Copyright (c) 2026 Ida Royani, Amalia Rivana, Tohap Parulian Sihombing
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
The authors who publish in the journal agree to the following terms:
- The authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- The authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- The authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
- The authors warrant that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third-party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
Jurnal Ekonomi dan Bisnis Manajemen Syariah (SEMB-J), Yayasan Darussalam Bengkulu is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Based on a work at https://siducat.org/index.php/sembj/.
