Keputusan Pembelian Air Minum Dalam Kemasan Aquviva Yang Dipengaruhi Oleh Citra Merek Dan Harga (Studi Pada Generasi Z Kecamatan Cibungbulang Bogor)

Abstract

This study investigates the simultaneous and partial influence of brand image and price on the purchase decisions of Aquviva bottled drinking water (AMDK) among Generation Z consumers in Cibungbulang District, Bogor Regency. A quantitative associative causal research design was employed, with primary data collected through questionnaires distributed to 100 respondents using purposive sampling based on the Cochran formula. Data were analyzed using multiple linear regression, correlation coefficient, determination coefficient, F-test, and t-test via IBM SPSS Statistics 22. The descriptive results reveal that brand image is rated good, price is perceived as very affordable and purchase decisions are at a very high level. Simultaneously, brand image and price significantly and positively influence purchase. Partially, brand image and price each exert significant positive effects on purchase decisions. The multiple correlation coefficient indicates a very strong relationship, meaning both variables explain of the variation in purchase decisions. Price proves to be the more dominant determinant, underscoring its strategic role in shaping purchase behavior among cost-sensitive young consumers. It is recommended that future researchers expand the scope of the study’s variables by integrating other dimensions of the marketing mix, such as distribution channels (place) and promotion, so that the research model developed can explain the factors that influence consumer purchasing decisions.