The Influence of Perceived Authenticity and Local Food Image on Purchase Intention toward Local Culinary Products in Ambon City, Indonesia

Abstrak

This study aims to examine the influence of perceived authenticity and local food image on purchase intention toward local culinary products in Ambon City, Indonesia. Local culinary products represent the cultural identity and gastronomic heritage of Maluku, yet consumers’ purchase intentions may depend on how they perceive the authenticity and overall image of these products. This study employed a quantitative approach involving 120 respondents selected through purposive sampling. Data were collected using a questionnaire with a five-point Likert scale and analyzed using SPSS, including validity and reliability tests, classical assumption tests, correlation analysis, and multiple linear regression. The correlation results indicate that perceived authenticity is positively associated with purchase intention ((r = 0.413), (p < 0.001)), while local food image demonstrates a stronger positive association with purchase intention ((r = 0.506), (p < 0.001)). Perceived authenticity and local food image are also positively correlated ((r = 0.296), (p = 0.001)). Furthermore, the regression model is statistically significant overall ((F = 29.074), (p < 0.001)) and explains 33.2% of the variation in purchase intention ((R^2 = 0.332)). These findings highlight the relevance of authenticity and local food image in understanding consumer purchase intentions. The study provides insights for local culinary businesses in Ambon to strengthen product authenticity, communicate cultural identity, and develop a favorable image of regional cuisine.