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All Journal Journal of Applied Engineering and Technological Science (JAETS) International Journal of Economics Development Research (IJEDR) INVEST : Jurnal Inovasi Bisnis dan Akuntansi Journal of Applied Business and Technology International Journal of Information System and Innovation Management Research in Accounting Journal
Abdullah, Siti Intan Nurdiana Wong
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Electrical & Electronics Engineering Industrial & Manufacturing Engineering Social Sciences

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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 Abdullah, Mohd Hafizuddin Syah Bangaan Adolf Z. D. Siahay Agustinus Salle, Agustinus Ahmed, Saif Akhdan, Akhdan Albahi, Muhammad Asha’ari, Maryam Jamilah Deli, Mazzlida Mat Dwi, Septy Rahma Ginting, Yanti Mayasari Habillah, Janatri Hamzah, Muhammad Luthfi Hamzah, Zulfadli Jamil, Poppy Camenia Jamil, ‘Ainul Huda Kurniawan, Eka Kurniawan, Hendrya Lesmita, Febria Purwati, Astri Ayu Rauf, Ummu Ajirah Rauf Sitompul, Silvia Sari Sobirov, Bobur SUZANA, SUZANA Teddy Chandra Yulyanti, Sinta