产品营销对万隆市水族消费者忠诚度的影响

IF 3.3 Q2 BUSINESS
Fitri Nurlaela
{"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":null,"pages":null},"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\":null,\"pages\":null},\"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}
引用次数: 0

摘要

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。
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.
求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
CiteScore
7.20
自引率
13.20%
发文量
69
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.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信