The Effect of Customer Perception, Brand Image, and Product Quality on Purchase Decisions of AQUA Bottled  Water Among Customers in Medan City

Willy Sanjaya; Ferry Hidayat; Feriani Astusti Tarigan

doi:10.63922/ijbqr.v4i02.3724

Willy Sanjaya Department of Management, STMB Multi Smart, Medan.
Ferry Hidayat Department of Management, STMB Multi Smart, Medan.
Feriani Astusti Tarigan Department of Management, STMB Multi Smart, Medan.

DOI: https://doi.org/10.63922/ijbqr.v4i02.3724

Keywords: : Customer Perceptions, Brand Image, Product Quality,Purchase Decision

Abstract

Purchase decisions for AQUA bottled water have experienced a decline due to customer
perceptions, brand image, and product quality, which have not yet reached optimal levels. The
purpose of this study is to identify and analyze the influence of customer perceptions, Brand
Image, and Product Quality on the Purchase Decision of AQUA bottled water among customers
in Medan. This research utilizes a descriptive quantitative method. Primary data were collected
through questionnaires and interviews. The population consists of AQUA customers in Medan,
with a sample size of 150 respondents determined using the Hair formula. The sampling
technique employed was accidental sampling. Data analysis was conducted using multiple
linear regression analysis with SPSS version 27. The results indicate that customer perceptions,
Brand Image, and Product Quality each have a significant partial effect on purchase decisions.
Furthermore, the simultaneous analysis shows that customer perceptions Brand Image, and
Product Quality collectively influence the Purc hase Decision of AQUA bottled water among
customers in Medan.

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