{"title":"产品营销对万隆市水族消费者忠诚度的影响","authors":"Fitri Nurlaela","doi":"10.61317/js.v2i1.62","DOIUrl":null,"url":null,"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.","PeriodicalId":45401,"journal":{"name":"Asia-Pacific Journal of Business Administration","volume":"84 1","pages":""},"PeriodicalIF":3.3000,"publicationDate":"2023-04-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"THE INFLUENCE OF PRODUCT MARKETING ON AQUA ON AQUA CONSUMER LOYALTY IN BANDUNG CITY\",\"authors\":\"Fitri Nurlaela\",\"doi\":\"10.61317/js.v2i1.62\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":45401,\"journal\":{\"name\":\"Asia-Pacific Journal of Business Administration\",\"volume\":\"84 1\",\"pages\":\"\"},\"PeriodicalIF\":3.3000,\"publicationDate\":\"2023-04-30\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Asia-Pacific Journal of Business Administration\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.61317/js.v2i1.62\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia-Pacific Journal of Business Administration","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.61317/js.v2i1.62","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
THE INFLUENCE OF PRODUCT MARKETING ON AQUA ON AQUA CONSUMER LOYALTY IN BANDUNG CITY
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.
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.