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All Journal Best Journal of Administration and Management
Martha Edellya
Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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The Effect of Product Quality and Promotion on Mineral Water Purchase Decisions: The Moderating Role of Brand Image Martha Edellya; Ikhsan Budi Riharjo
Best Journal of Administration and Management Vol 4 No 4 (2026): Best Journal of Administration and Management
Publisher : International Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56403/bejam.v4i4.488

Abstract

This study analyses the effect of product quality and promotion on purchasing decisions for Rotat Mineral's Drinking Water in Packaging (AMDK) at PT. Pintar Sumber Mineral, with brand image as a moderating variable. This is due to sales fluctuations of Rotat Mineral products in 2024, despite the product meeting national quality standards and holding an official distribution licence. These facts show that consumers' purchasing decisions are not consistent, so a study of the marketing factors that influence them is needed. The study uses a quantitative survey method. Furthermore, the population consists of consumers of AMDK of Rotat Mineral who are in Kecamatan Nita, Kabupaten Sikka. The data were collected using purposive sampling. A questionnaire was developed using a Likert scale. The data were analyzed using Partial Least Squares (PLS) with outer and inner model tests. The results show that both product quality and promotion have a significant positive effect on AMDK purchasing decisions for Rotat Mineral. Moreover, brand image can moderate the effect of product quality and promotion on purchasing decisions, strengthening the relationship between the two variables. The findings indicate that a positive brand image can increase consumers' trust in product quality and the company's promotion.
Co-Authors Ikhsan Budi Riharjo