The influence of health perception and brand image on le mineral purchases

Rival Jene; Gogi  Kurniawan

doi:10.35335/ijafibs.v14i1.504

Authors

Rival Jene Sekolah Tinggi Ilmu Ekonomi YAPAN, Indonesia
Gogi Kurniawan Sekolah Tinggi Ilmu Ekonomi YAPAN, Indonesia

DOI:

https://doi.org/10.35335/ijafibs.v14i1.504

Keywords:

Brand Image, Buying Decision, Health Perception, Mineral

Abstract

Increasing public awareness of the importance of health and increasingly fierce competition in the bottled water industry help companies study the characteristics of potential buyers. This study was conducted to examine the reasons behind the purchasing decisions of Le Mineral products among students of STIE YAPAN Surabaya. This study used a quantitative approach involving 143 respondents selected through a purposive sampling technique. Data testing from this study used SPSS with multiple linear analysis. The results of the analysis show Health Perception and Brand Image significantly contribute to purchasing decisions, both partially and simultaneously. Brand Image proved to be a more influential factor than Health Perception in influencing consumer purchasing decisions. Furthermore, the research model was able to explain 58.2% of the variation in purchasing decisions, with the remainder coming from variables not discussed in this study. This finding is important as companies strive to pay more attention to image as a basis for consumer evaluation.

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