PENGARUH KUALITAS PRODUK, HARGA, CITRA MEREK DAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN AIR MINERAL DALAM KEMASAN (AMDK) ADES DI SAMARINDA

Abstract

This study aims to find out and analyze the Influence of Product Quality, Price, Brand Image and Distribution Channel on the Decision to Purchase Bottled Mineral Water (AMDK) Ades. The theoretical basis used in this study includes Product Quality, Price, Brand Image and Distribution Channels Towards Purchase Decisions.

This study was conducted on consumers of Ades Bottled Mineral Water (AMDK) in Samarinda The sample taken in this study was 80 respondents using the non-probability sampling method. Data collection was carried out by distributing questionnaires from google forms using a Likert scale to measure each indicator. The data obtained were analyzed using multiple linear regression analysis tools.

The results of this study show that, First, Product Quality has a positive and significant effect on the decision to purchase Ades Bottled Mineral Water (AMDK). Second, Price has a positive and significant effect on the decision to purchase Ades Bottled Mineral Water (AMDK). Third, Brand Image has a positive and significant effect on the decision to purchase Ades Bottled Mineral Water (AMDK). Fourth, the Distribution Channel has a positive and significant effect on the decision to Purchase Bottled Mineral Water (AMDK) Ades. Fifth, Product Quality, Price, Brand Image and Distribution Channels have a significant effect on the purchase decision of Ades Bottled Mineral Water (AMDK). So in the study, it can be concluded that the purchase decision is greatly influenced by marketing factors and things inherent in the product such as price and brand image.