THE INFLUENCE OF THE MARKETING MIX ON THE DECISION TO PURCHASE AQUA BRAND BOTTLED DRINKING WATER ON JALAN GAJAYANA, MALANG

Abstract

The development of the business world is currently running rapidly, which creates increasingly fierce competition. This requires producers to be more sensitive, critical and reactive to existing changes. Likewise, the bottled drinking water business has stiff competition and many new entrants in the market. Bottled drinking water with the Aqua brand, which is one of the pioneers of bottled drinking water in Indonesia, is not immune from competition due to strong competitors. This research aims to determine the factors that can influence people's purchasing decisions for Aqua brand bottled drinking water. This research is quantitative research with the independent variable, namely the marketing mix and the dependent variable is the purchasing decision. This research uses a research instrument, namely a questionnaire distributed to respondents who actively consume bottled aqua drinking water. This research generally contributes to scientific studies, especially in the field of marketing, and also provides insight and input for business practitioners.