Pertamax Adulteration Scandal: Digital Exposure's Impact on Consumer Trust and Loyalty

doi:10.36782/jcs.v16i1.2678

Pertamax Adulteration Scandal: Digital Exposure's Impact on Consumer Trust and Loyalty

Arivansi Ringu Kodi, Muhammad Thoyib Amali

Abstract

This study examines how digital exposure to the Pertamax adulteration scandal circulating on digital platforms influences consumer trust and loyalty, and whether trust mediates this relationship. A total of 197 Pertamax users were purposively sampled, and data were collected via an online survey distributed to individuals who had been exposed to the scandal on social media. The measurement instrument was constructed from established theoretical indicators and tested for validity and reliability prior to full deployment. The data were analyzed using Partial Least Squares Structural Equation Modeling to examine both direct and indirect effects within the structural model. The results reveal that digital exposure to the Pertamax adulteration scandal has a direct and significant positive effect on consumer loyalty, whereas trust neither exerts a significant direct effect nor mediates this relationship. These findings challenge the dominant crisis communication and consumer behavior literature, which posits that negative media exposure erodes trust and reduces loyalty. The results suggest that in the context of essential goods, loyalty is primarily driven by habit, necessity, and product dependence rather than attitudinal trust. Theoretically, this research advances crisis communication studies by integrating the perspective of essential goods consumption and demonstrating how behavioral dynamics differ from discretionary product contexts. Practically, the results emphasize that sustaining consumer loyalty during digital controversies depends on consistent product performance, transparent messaging, and proactive management of public issues.

Keywords

Communication Studies; Media Studies; Marketing Studies; Cultural Studies; Digital Communication

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