The Influence of Brand, Price, And Product Quality on The Purchase Decision of Packaged Drinking Water at The Regional Office VII of BKN Palembang

Abstract

This study explores the impact of brand, price, and product quality on purchasing decisions for bottled drinking water (BDW) among employees of Regional Office VII BKN Palembang. Recognized brands, such as Aqua and Le Minerale, dominate consumer preferences due to their established reputation and trustworthiness. The research identifies brand as a significant factor in shaping perceptions of safety and quality, which influences decision-making. Price is another critical element, especially for budget-sensitive consumers. While affordability drives initial purchases, the perceived value and balance between cost and quality determine long-term preferences. Product quality, including taste, cleanliness, and packaging, emerges as the most important factor influencing customer loyalty and repeat purchases. The research employs a qualitative methodology through in-depth interviews, participatory observation, and documentation. Data collected from 15 informants, comprising employees with varied roles and income levels, reveal diverse factors influencing their choices. The study highlights the importance of product certification (e.g., BPOM, SNI) in fostering trust among consumers. Findings show that 60% of respondents prioritize brand reliability, 25% emphasize price considerations, and the remainder focus on consistent quality for repurchase decisions. This study underscores the critical interplay between brand, price, and quality in influencing consumer behavior. It provides valuable insights for BDW producers to design targeted marketing strategies by strengthening brand appeal, maintaining competitive pricing, and ensuring consistent quality. Such efforts can help companies effectively address the diverse needs of Palembang's BDW consumers and enhance market competitiveness.