Proceedings of the 9th International Academic Conference, Istanbul

FACTORS THAT INFLUENCE PEOPLE BUYING DECISION ON BOTTLED DRINKING WATER

MENTARI RAHDINI, MUTIARA AISYAH, SURESH KUMAR

Abstract:

There are various types of bottled drinking water in Indonesia market. Water is essential for human life. Nowadays, to meet people needs in daily life to drink water, many companies provide bottled drinking water. As this industry growing and more competition happen, the companies have to know the things that influence people to buy the products which are bottled drinking water. The aim of this research is to analyze several factors that influence people buying decision on it, namely brand, quality of the water, and the packaging of the product. Quantitative research was chosen as the methodology, with questionnaires distributed to gain the primary data. The questionnaires were distributed to 300 undergraduate students of President University in Cikarang, West Java, Indonesia. The questionnaires distribution was done in President University’s campus and student housing area. Based on the survey result, it is proven that brand, quality of the water, and the packaging of the product influence the respondents’ buying decision on bottled drinking water. The companies’ owners as well as management have to understand that fact well. Thus, this research result can be used by entrepreneurs who are currently in bottled drinking water business and also for those who want to open the business in this industry.

Keywords: bottled drinking water, brand, buying decision, packaging, quality, innovation

PDF: Download