Studi Empiris tentang Perilaku Konsumen Produk Air Minum dalam Kemasan Ditinjau dari Variabel Harga dan Kesadaran Merek

  • Didit Darmawan Universitas Mayjen Sungkono
  • Samsul Arifin Universitas Mayjen Sungkono

Abstract

Penelitian ini menyajikan studi empiris tentang perilaku konsumen mengenai keputusan pembelian air minum dalam kemasan. Seiring dengan kebutuhan terhadap air sehat untuk dikonsumsi yang semakin meningkat maka konsumen di industri ini juga semakin berkembang dan menjanjikan saat ini dan di masa depan. Studi ini memiliki tujuan untuk mempelajari pengaruh dari dua variabel yang berperan penting terhadap keputusan pembelian air minum dalam kemasan, yaitu kesadaran merek dan harga. Pengambilan sampel dilakukan dengan cara purposive sampling. Setelah penyebaran kuesioner diperoleh total responden sebanyak 97 orang. Data dianalisis dengan menggunakan analisis regresi linier berganda yang dibantu dengan SPSS 25. Studi ini menghasilkan temuan bahwa kesadaran merek terbukti memiliki pengaruh yang signifikan terhadap keputusan pembelian. Selain itu, harga terbukti berpengaruh secara signifikan terhadap keputusan pembelian. Secara simultan, kedua variabel bebas berpengaruh signifikan terhadap variabel terikat. Kesadaran merek merupakan variabel yang berpengaruh dominan.


 


This study presents an empirical study of consumer behavior regarding the decision to purchase bottled water. Along with the increasing need for healthy water for consumption, consumers in this industry are also growing and promising now and in the future. This study aims to study the effect of two variables that play an important role in the decision to purchase bottled drinking water, namely brand awareness and price. Sampling was done by purposive sampling. After distributing the questionnaires, a total of 97 respondents were obtained. Data were analyzed using multiple linear regression analysis assisted by SPSS 25. This study resulted in the finding that brand awareness proved to have a significant influence on purchasing decisions. In addition, the price proved to have a significant effect on purchasing decisions. Simultaneously, the two independent variables have a significant effect on the dependent variable. Brand awareness is a variable that has a dominant influence.

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Published
2021-08-20
How to Cite
DARMAWAN, Didit; ARIFIN, Samsul. Studi Empiris tentang Perilaku Konsumen Produk Air Minum dalam Kemasan Ditinjau dari Variabel Harga dan Kesadaran Merek. Ideas: Jurnal Pendidikan, Sosial, dan Budaya, [S.l.], v. 7, n. 3, p. 179-186, aug. 2021. ISSN 2656-940X. Available at: <https://jurnal.ideaspublishing.co.id/index.php/ideas/article/view/434>. Date accessed: 28 oct. 2021. doi: https://doi.org/10.32884/ideas.v7i3.434.