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All Journal Briliant: Jurnal Riset dan Konseptual Jurnal CoreIT INOVTEK Polbeng - Seri Informatika BAREKENG: Jurnal Ilmu Matematika dan Terapan Jurnal Sisfokom (Sistem Informasi dan Komputer) INTECOMS: Journal of Information Technology and Computer Science Jurnal Teknologi Sistem Informasi dan Aplikasi Journal of Educational Research and Evaluation J-SAKTI (Jurnal Sains Komputer dan Informatika) JOISIE (Journal Of Information Systems And Informatics Engineering) Building of Informatics, Technology and Science Community Engagement and Emergence Journal (CEEJ) Jurnal ABDINUS : Jurnal Pengabdian Nusantara JOURNAL OF INFORMATION SYSTEM RESEARCH (JOSH) Jurnal Teknik Informatika (JUTIF) ARSY : Jurnal Aplikasi Riset kepada Masyarakat INVEST : Jurnal Inovasi Bisnis dan Akuntansi Munaddhomah: Jurnal Manajemen Pendidikan Islam J-SAKTI (Jurnal Sains Komputer dan Informatika) Jurnal Kajian Ilmu Pendidikan (JKIP) Journal of Applied Business and Technology PROCEEDING OF INTERNATIONAL CONFERENCE ON BUSINESS MANAGEMENT AND ACCOUNTING Jurnal Pendidikan Islam Jurnal Penelitian Pendidikan Indonesia Jurnal Testing dan Implementasi Sistem Informasi International Journal of Information System and Innovation Management Research in Accounting Journal
Hamzah, Muhammad Luthfi
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Religion Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Mathematics Mechanical Engineering Physics Public Health Social Sciences Transportation Other

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Journal : Journal of Applied Business and Technology

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Unlocking Consumer Behavior: The Interplay of Marketing Mix and Hygiene Perceptions in Kembar Water's Market Success Purwati, Astri Ayu; Kurniawan, Eka; Chandra, Teddy; Deli, Mazzlida Mat; Hamzah, Muhammad Luthfi; Abdullah, Siti Intan Nurdiana Wong
Journal of Applied Business and Technology Vol. 6 No. 2 (2025): Journal of Applied Business and Technology
Publisher : Institut Bisnis dan Teknologi Pelita Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35145/jabt.v6i2.197

Abstract

This study aims to examine the impact of marketing mix strategy and hygienic perception on consumer trust and purchase decisions for Kembar Water, a bottled drinking water (AMDK) brand. The target population for this research includes consumers who have purchased Kembar Water products. From a total population of 380 consumers, a sample size of 100 respondents was determined using the Slovin formula. Random sampling was employed as the sampling technique. Data were collected through institutional documentation and online questionnaires distributed via Google Forms. The data analysis techniques included descriptive analysis and Structural Equation Modeling (SEM) using Smart PLS software. The findings of the study reveal that: (1) The marketing mix strategy variable does not significantly influence consumer trust. (2) The hygienic perception variable has a positive and significant impact on consumer trust. (3) The marketing mix strategy variable does not significantly affect consumer purchase decisions. (4) The hygienic perception variable positively and significantly influences consumer purchase decisions. (5) The consumer trust variable has a positive and significant effect on consumer purchase decisions.
Co-Authors Abduh, Arridho Abdullah, Siti Intan Nurdiana Wong Afiq Budiawan Ahmad, Shukri Ahsyar, Tengku Khairil Ainur, Sundetbaeva An, Fika Safitri Angraini Angraini Anofrizen Anofrizen Ansharullah Ansharullah Aprilia, Shiva Aprillia, Dhea Dwi Aprillia, Dhea Dwi Ariansah, Rizky Arif Marsal Aryani, Ni Luh Putri Butar, Fajar Rido Butar Chrispin, Gustavito Daulay, Suandi Deli, Mazzlida Mat Desnelita, Yenny Efendi, Dery Rahmayana Eki Saputra Fahlepi, Ridho Fitriani, Yulinda Gilman, Billi Gustientiedina H, Apriansyah Hamzah Hamzah Hamzah, Zulfadli Hanafiah, Anggi Helmi, Anang Hidayat, Farhan Idria Maita Intan, Sri Irwan Irwan Islamiah, Raudah Jazman, Muhammad Jimmy Jimmy Komardi, Dadi Kurniawan, Eka M. Fahli Zatrahadi Medet, Ilubaev Megawati - Mimelientesa Irman Mona Fronita, Mona Muhammad Rizki Mutia, Tika Muttakin, Fitriani N. Nazaruddin Nafiz, Mohammad Fadhil Hardiansyah Najima, Najima Nasrul, Ilham Nazwa, Maharani Ni Wayan Novi Budiasni . Nuraini, Putri Nurhadi, Muhammad Oscardo, Jason Pangestu, M Yoga Paraswati, Sinta Perizat, Azhibekova Pratama, Pangeran Fadillah Pratama, Randi Gusnali Purwati, Astri Ayu Putra, Ahdika Sawiyya Putri, Intan Triana Putri, Nurhafizah Putri, Serly Amelya Rahmadani, Amelia Rahman, Sarli Rahmat, Zetri Rice Novita Rozanda, Nesdi Evrilayan Rusilawati, Ermina Safitri, Wulan Syaulia Sarbaini Sarbaini Sari, Cahya Metta Sasmita, Indah Saule, Baizakova Siregar, Syafril Sitompul, Silvia Sari Suriyanti, Linda Hetri Syahputra, Rafiki Syaifullah Syaifullah Syaifullah, Agus Tanoto, Eric Teddy Chandra Tegar Arifin Prasetyo Thahir, Musa Ugli, Tilovmurodov Dostonbek Furqat Umam, Muhammad Isnaini Hadiyul Vebrianto, Rian Wahyu Joni Kurniawan, Wahyu Joni Wahyuni, Dinni Winardi, Arif Rahman yahfizham, yahfizham - Yulanda, Rista Yusrizal Yusrizal Yusti, Irwan Zarnelly Zarnelly Zhannar, Baisoteva