ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN AIR MINUM DALAM KEMASAN (AMDK) DAN AIR MINUM DEPOT ISI ULANG (AMDIU) DI WILAYAH JAKARTA PUSAT

SUJANARKO, SUJANARKO (2007) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN AIR MINUM DALAM KEMASAN (AMDK) DAN AIR MINUM DEPOT ISI ULANG (AMDIU) DI WILAYAH JAKARTA PUSAT. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The objectives of the research are to know the concurrent effects of educational and income factors of consumers come along with the customer’s perceive of price, quality, distribution, and promotion of mineral drinking water towards the consumers' decision in purchasing mineral water, and to identify what factors have a dominant effect on the consumers' decision in purchasing both mineral drinking water and refill drinking water in Central Jakarta District. After analyzing of each 90 respondents by means of multiple linear regression method, the study found that: (1) The concurrent effects of educational and income factors of consumers towards the consumers’ decision in purchasing mineral water both AMDK and AMDIU are not significant. (2) The concurrent effects of marketing mix perceived which is significant towards the consumer’s decision in purchasing AMDK are only distribution perceived. (3) The concurrent effects of marketing mix perceived which is significant towards the consumer’s decision in purchasing AMDIU is product perceived and distribution perceived (4) The concurrent effects of educational and income factors of consumers along with the customer’s perceive of price, quality, distribution and promotion of towards the consumer’s decision in purchasing AMDIU is more significant than AMDK The findings show that distribution perceived has a very significant effect for AMDK’s consumer and product and distribution perceived have a very significant effect for AMDIU. Therefore, AMDK companies should take it into first account because AMDK consumers perceive for product is positive. In versa, AMDIU companies should enhance their quality product and distribution in order for them to be able to compete in mineral drinking water business. Tujuan dari penelitian ini adalah ingin mengetahui apakah faktor-faktor individu konsumen dan persepsi bauran pemasaran mempengaruhi keputusan pembelian konsumen dalam pembelian AMDK dan AMDIU, serta untuk mengidentifikasi faktor-faktor apa saja yang dominan berpengaruh terhadap keputusan pembelian konsumen AMDK dan AMDIU di Kotamadya Jakarta Pusat. Setelah diteliti dari hasil keterangan responden masing-masing konsumen AMDK dan AMDIU, diketahui hasilnya sebagai berikut: (1) Faktor individu konsumen ternyata tidak mempengaruhi keputusan pembelian AMDK dan AMDIU (2) Faktor persepsi bauran pemasaran yang dominan dalam mempengaruhi keputusan pembelian konsumen AMDK yaitu persepsi distribusi (3) Faktor persepsi bauran pemasaran yang dominan dalam mempengaruhi keputusan pembelian konsumen AMDIU yaitu persepsi produk dan persepsi distribusi (4) Faktor individu konsumen dan persepsi bauran pemasaran ternyata lebih besar atau dominan berpengaruh terhadap keputusan pembelian konsumen AMDIU daripada keputusan pembelian konsumen AMDK Faktor persepsi distribusi sangat mempunyai pengaruh yang dominan terhadap keputusan pembelian konsumen dalam pembelian air minum mineral di Kotamadya Jakarta Pusat baik AMDK dan AMDIU. Yang harus menjadi perhatian pengusaha AMDK adalah mencari strategi baru karena ternyata sebagian konsumen AMDIU sudah menganggap kualitas produk dari AMDK dan AMDIU sudah dipersepsi setara. Karena kalau hal tersebut tidak segera disiasati, maka bukan tidak mungkin konsumen AMDK akan beralih ke AMDIU.

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