The Role of Brand Heritage in Shaping Brand Authenticity, Brand Trust, and Purchase Decisions of Pulu Mandoti Rice Consumers in Enrekang Regency
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This study aims to examine the role of brand heritage in shaping brand authenticity and brand trust, as well as its implications for consumer purchase decisions regarding Pulu' Mandoti Rice in Enrekang Regency, Indonesia. This study employed a qualitative approach using a single-case study design. Data were collected through in-depth interviews, non-participant observation, and documentation involving 14 informants, consisting of farmers, a farmer group leader, MSME owners, a retailer, and consumers. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña through data condensation, data display, and conclusion drawing and verification. Data trustworthiness was ensured through source and technique triangulation based on the criteria of credibility, transferability, dependability, and confirmability. The findings reveal that the brand heritage of Pulu' Mandoti Rice is constructed through the product's historical use, traditional farming practices passed down across generations, cultural values, and strong geographical attachment reinforced by Geographical Indication protection. This heritage shapes brand authenticity through the consistency of product characteristics, traditional production practices, certainty of origin, and perceived quality consistency. Furthermore, brand authenticity serves as the foundation for brand trust through positive consumer experiences, product reputation, consistent quality, and assurance of geographical origin. Brand trust subsequently encourages purchase decisions, repurchase intentions, and recommendations to others. Conceptually, the study identifies a sequential mechanism in which brand heritage serves as the foundation of authenticity, brand authenticity becomes the basis for trust, and brand trust translates these perceptions into consumer purchasing behavior. These findings extend the literature on heritage branding by demonstrating that, in Geographical Indication-based local food products, brand heritage is shaped not only through marketing activities but also through social practices, cultural values, local communities, and geographical attachment.
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