The Effect of Brand Image, Product Quality, and Influencer Marketing on Purchase Decision of Le Minerale Mineral Water

Abstract

Research aim : This study aims to examine the partial and simultaneous effects of Brand Image, Product Quality, and Influencer Marketing on purchase decision of Le Minerale mineral water among students of the Management Study Program class of 2022 at Universitas Nusantara PGRI Kediri

Design/Method/Approach : This research employs a quantitative causal research design. The population consists of students of the Management Study Program class of 2022 at Universitas Nusantara PGRI Kediri. The sampling technique used is probability sampling with random sampling method. Based on the data collection process, 94 respondents were obtained and analyzed. Data analysis was conducted using SPSS version 25, including validity and reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination , and hypothesis testing.

Research Finding : The findings reveal that of Brand Image and Product Quality and Influencer Marketing have a positive and significant partial Simultaneously effect on purchase decision of Le Minerale mineral water. indicating that these variables collectively play an important role in shaping consumer purchasing behavior.

Theoretical contribution/Originality : This study contributes to marketing and consumer behavior literature by providing empirical evidence on the combined effect of Brand Image, Product Quality, and Influencer Marketing on purchase decision within the bottled mineral water industry. The originality of this research lies in its focus on university students as a specific and its simultaneous in the context of Le Minerale products.

Practitionel/Policy implication : The results suggest that companies, particularly bottled water producers such as Le Minerale, should prioritize strengthening brand image, maintaining consistent product quality, and utilizing credible influencers to enhance consumer purchase decision. 

Research limitation : This study is limited to Management students from class of 2022 at a single university, which may restrict the generalizability of the findings. In addition, the study only examines three independent variables, while other factors may also influence purchase decision.