Open AccessPengaruh Brand Association terhadap Keputusan Pembelian Air Mineral Merek Aqua
Author(s) -
Fernante Muhibi,
Syaifuddin Fahmi
Publication year - 2019
Publication title -
jurnal aplikasi manajemen dan inovasi bisnis
Language(s) - English
Resource type - Journals
ISSN - 2621-3230
DOI - 10.47201/jamin.v2i1.43
Subject(s) - multicollinearity , purchasing , population , f test , normality test , purchasing decision , mathematics , test (biology) , data collection , advertising , statistics , statistical hypothesis testing , marketing , regression analysis , business , environmental health , medicine , paleontology , biology
This study aims to describe whether brand association influences the purchasing decision of Aqua brand mineral water customers (PT Livia Mandiri Sejati Kota Pasuruan). The method used in this research is descriptive method with quantitative approach. Where the brand association factor consists of, price, product quality, brand, and promotion. Of all the factors whether it influences the decision to purchase Aqua brand mineral water in Pasuruan City. This research was conducted using a case study method where data were obtained through questionnaires to 135 respondents. The population in this study are consumers in the Pasuruan city area who have ever bought or consumed Aqua. The technique in sampling is non probability sampling with convenience sampling type. The data collection method used in this study was a questionnaire. Furthermore, from the data obtained normality test, multicollinearity test, heteroscedacity test, multiple linear regression test, F test, t test and coefficient of determination test. From the results of data analysis, brand association factors simultaneously influence the decision to purchase Aqua brand mineral water in the Pasuruan City area.