THE INFLUENCE OF PRODUCT MARKETING ON AQUA ON AQUA CONSUMER LOYALTY IN BANDUNG CITY

IF 3.3 Q2 BUSINESS

Asia-Pacific Journal of Business Administration Pub Date : 2023-04-30 DOI:10.61317/js.v2i1.62

Fitri Nurlaela

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引用次数: 0

Abstract

This research employs a survey and questionnaire method as data collection tools to elucidate the causal relationship between perceived quality and customer loyalty towards Aqua bottled water in West Java. The study follows a causal research design, with hypothesis testing as the main objective. The research sample consists of 47 respondents who are Aqua bottled water customers in Bandung, selected through purposive sampling with specific criteria. Quantitative statistics are used as the form of information in this study, utilizing both primary and secondary data sources. Data is collected through document analysis and questionnaires. The findings indicate a significant difference in the gender composition of Aqua customers in Bandung, with 89.4% being female and 10.6% male, suggesting the dominance of females as Aqua consumers in the city. Additionally, the majority of Aqua customers in Bandung fall within the 20-26 age range, indicating a prevalence of young customers among Aqua's clientele. Taste preferences, lifestyle, and hydration needs may influence this pattern. The study also reveals customers' perceptions of Aqua's packaging. Most customers view Aqua's packaging positively, which can benefit the company in building a strong brand image and enhancing customer loyalty. Water quality also proves to be a crucial factor in customers' decisions to choose Aqua as their bottled water brand.

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产品营销对万隆市水族消费者忠诚度的影响

本研究采用问卷调查法作为数据收集工具，以阐明感知质量和客户忠诚度对Aqua瓶装水在西爪哇的因果关系。本研究遵循因果研究设计，以假设检验为主要目标。研究样本包括47名受访者谁是Aqua瓶装水的客户在万隆，选择通过有目的的抽样与具体的标准。本研究采用定量统计作为信息形式，同时利用一手和二手数据来源。通过文献分析和问卷调查收集数据。研究结果表明，万隆市Aqua消费者的性别构成存在显著差异，女性占89.4%，男性占10.6%，表明该市Aqua消费者以女性为主。此外，万隆的大多数Aqua客户年龄在20-26岁之间，这表明Aqua的客户中年轻客户占主导地位。口味偏好、生活方式和水分需求可能会影响这种模式。该研究还揭示了消费者对Aqua包装的看法。大多数客户对Aqua的包装持积极态度，这有利于公司建立强大的品牌形象，提高客户忠诚度。水质也被证明是客户决定选择Aqua作为瓶装水品牌的关键因素。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Asia-Pacific Journal of Business Administration BUSINESS-

CiteScore

7.20

自引率

13.20%

发文量

期刊介绍： The Asia Pacific Journal of Business Administration (APJBA) publishes original research on: Business Strategy and Policy, Accounting and Board Governance, Marketing and People Management, and Operations and Supply Chain Management. The journal welcomes practical and skill-based submissions in these areas. There is particular interest in submissions regarding: Sustainable Business Practices, Quality Management Practices, Innovation and Creativity in Management, as well as Managing a Learning Organisation. The Asia Pacific region is full of collaborations between government, NGOs and private enterprise. Submissions are welcome which contribute to our understanding of partnerships and the cross-cultural issues. Research methods vary, and the journal is interested in the full diverse of qualitative (case and action research, etc) as well as quantitative survey studies and their recommendations. The APJBA seeks to become a forum for both established scholars and early career researchers in all aspects of management and business in the Asia-Pacific region. Emphasis is on rigour and relevance, on theory and practice, in a globalised scholarly environment.