THE INFLUENCE OF PRODUCT QUALITY AND BRAND IMAGE ON THE PURCHASE DECISION OF THE AQUA’S BRAND BOTTLED DRINKING WATER (CASE STUDY ON BEKASI CITIZENS)

Muhamad Syahwildan, Muhamad Ekhsan

Abstract


The growth of the bottled drinking water industry in the current conditions is very rapid, as the emergence of various brands of bottled drinking water products which are circulating throughout Indonesia has caused high competition among producers. This research purpose is to examine the effect of product quality, price and promotion on purchasing decisions of the Aqua‘s brand bottled drinking water. This research uses purposive sampling method with 100 respondents sample from the consumer population of Bekasi citizens. Descriptive analysis instrument, data feasibility test through validity test and reliability test, classical assumption test, hypothesis test through f (simultaneous) and t test (partial). The analysis method used is multiple linear regression. Data that has completed the validity test, reliability test and classical assumption test is analyzed through SPSS (Statistical Package for Social Science) program for windows version 22.0. The result of this research found that the regression equation was Y = 4,110 + 0,367X1 + 0,408X2. The results showed that brand image variables have the greatest influence compared with other independent variables on purchasing decisions. The result of analysis through f test (simultaneous) is known that product quality and brand image variable simultaneously influence to AQUA‘s brand bottled drinking water purchasing decision variable among Bekasi citizens. Then through the t test (partial) is known that the variable of product quality and brand image partially affect the variable purchasing decision of AQUA‘s brand bottled drinking water among Bekasi citizens.

Keywords


Product Quality, Brand Image, and Purchase Decision

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