PENGARUH KUALITAS PRODUK, CITRA MEREK, GAYA HIDUP, DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP KEPUTUSAN PEMBELIAN AIR MINERAL AQUA (STUDI KASUS DI KABUPATEN PONOROGO)

Abstract

The food and beverage industry has developed quite well in Indonesia. One of the food and beverage industries that has good business opportunities is bottled drinking water (AMDK). The large amount of consumption of bottled water has made many entrepreneurs interested in producing and selling bottled water. A mineral water product that already has a well-known brand is Aqua. This can be seen from the habit of the Indonesian people who call the Aqua brand when they want to buy bottled mineral water. The purpose of this study was to determine the effect of the variables Product Quality, Brand Image, Lifestyle, and Electronic Word of Mouth on the Purchase Decision of Aqua mineral water in Ponorogo Regency. The data was taken from consumers of Aqua products in Ponorogo Regency as many as 397 respondents. This type of quantitative research with collected data is then processed with SPSS version 25. The sampling technique uses the Purposive Sampling method. The results of the research on the variable Product Quality, Brand Image and Electronic Word of Mouth have a significant effect on Purchasing Decisions while the Lifestyle variable has no significant effect on Purchase Decisions.

Keywords: Product Quality, Brand Image, Lifestyle, and Electronic Word Of Mouth (E-Wom), Purchase Decision