PREFERENSI KONSUMEN TERHADAP PRODUK LOKAL BERKELANJUTAN: ANALISIS PENGARUH WORD OF MOUTH, GREEN PRODUCT INNOVATION, DAN BRAND IMAGE SELALU TEH

Abstrak

This study aims to analyze the influence of Word of Mouth, Green Product Innovation, and Brand Image on consumer preferences for sustainable local products, with a case study of the local brand “Selalu Teh” from Tenggarong, Kutai Kartanegara, East Kalimantan. The key issue of this research lies in the growing consumer concern for product sustainability, as well as the importance of communication strategies and brand image in shaping preferences toward local products. The research employs a quantitative approach with a survey method. The sample consists of 96 respondents selected through purposive sampling, namely consumers who have purchased and consumed “Selalu Teh” products. Data were collected through questionnaires and analyzed using multiple linear regression to examine the effect of the independent variables on consumer preferences.This study has limitations due to the relatively small sample size and its focus on only one local brand, which restricts the generalizability of the findings. The practical implication of this research is to provide recommendations for local entrepreneurs to emphasize environmentally friendly innovations, strengthen brand image, and encourage positive word of mouth to increase consumer preference. The social implication is to support sustainable consumption of local products, reduce dependency on imported goods, and strengthen the community’s economy.