The Effect of Brand Image, Price, and Promotion on Purchasing Decision for Branded Bottled Water Aqua

Abstract

This study aims to determine: (1) The effect of brand image on purchasing decisions, (2) The effect of price on purchasing decisions, (3) The effect of promotion on purchasing decisions, (4) The effect of brand image, price, and promotion on purchasing decisions. This study was conducted in the city of Yogyakarta. The population in this study was all residents of Yogyakarta City who knew and consumed Aqua and were at least 17 years old. This study used a quantitative method with a total of 177 people and a sample of 170 respondents selected through purposive sampling and accidental sampling techniques. Data were collected using a questionnaire that had been tested for validity using construct validity and reliability using the Cronbach alpha formula and composite reliability. Data analysis techniques used Structural Equation Modeling (SEM) 4.0. The results of the study show: (1) brand image does not have a significant effect on the decision to purchase Aqua in Yogyakarta City, (2) price has a positive and significant effect on Aqua purchase decisions in Yogyakarta City, (3) promotion has a positive and significant effect on Aqua purchase decisions in Yogyakarta City, (4) Brand image, price,
and promotion simultaneously have a positive and significant effect on Aqua purchase decisions in Yogyakarta City. The R Square value of 0.792 indicates that 79.2% of the variation in purchase decisions can be explained by these three factors. The conclusion is that brand image, price, and promotion also simultaneously influence the decision to purchase Aqua in Yogyakarta.