Habibil Muttaqien (1), Misti Hariasih (2)
General Background: The bottled drinking water (AMDK) industry in Indonesia continues to grow rapidly, supported by increased public awareness of clean and safe water consumption. Specific Background: Within this competitive market, Le Minerale strives to strengthen consumer purchase intentions through marketing variables such as brand ambassadors, product design, and price. Knowledge Gap: Previous studies have shown inconsistent results regarding the relationship between these variables and consumer purchasing decisions, necessitating further empirical validation. Aims: This study aims to analyze the roles of brand ambassadors, product design, and price in shaping consumer purchasing decisions for Le Minerale products in Sidoarjo. Results: Using a quantitative method with 100 respondents and multiple linear regression analysis, findings reveal that brand ambassadors and price significantly and positively affect purchasing decisions, while product design has no significant effect. Novelty: This study integrates consumer perception theory with marketing mix analysis in a specific local market, providing an updated empirical perspective. Implications: The results suggest that effective marketing strategies should prioritize credible brand ambassadors and affordable pricing to enhance purchase intentions in the bottled water industry.
Highlights:
Brand ambassadors and price significantly influence purchasing decisions.
Product design shows no significant relationship with consumer choice.
Marketing strategy should focus on credibility and pricing competitiveness.
Keywords: Brand Ambassador, Product Design, Price, Purchasing Decision, Marketing Management
[1] N. Akramiah, S. Hastari, and I. M. Sari, “The Effect of Brand Ambassador and Celebrity Endorser on Consumer Purchase Interest of Le Minerale on Students Faculty of Economics, Merdeka University, Pasuruan,” Dinasti International Journal of Digital Business Management, vol. 3, no. 1, pp. 45–56, 2021, doi: 10.31933/dijdbm.v3i1.
[2] N. E. N. Fauzy and E. F. Rafikasari, “Pengaruh Harga, Kemasan, Kualitas Produk, Brand Image dan Word of Mouth terhadap Minat Beli Mahasiswa pada Produk Le Minerale,” Jurnal Dinamika Penelitian: Media Komunikasi Penelitian Sosial Keagamaan, vol. 20, no. 2, pp. 266–284, Nov. 2020.
[3] Hijra, “Pengaruh Korean Wave dan Brand Ambassador terhadap Keputusan Pembelian (Survei pada Konsumen Scarlett di Makassar),” Cemerlang: Jurnal Manajemen dan Ekonomi Bisnis, vol. 2, no. 4, pp. 1–15, 2022.
[4] R. F. Putra, N. S. Komariah, and F. Ekonomi dan Bisnis, “Pengaruh Citra Merek dan Desain Produk terhadap Keputusan Pembelian Sepatu Compass,” Jurnal Ilmiah Akuntansi dan Manajemen (JIAM), vol. 18, no. 2, pp. 101–112, 2022.
[5] A. Ghadani, A. M. Muhar, and A. I. Sari, “Pengaruh Brand Ambassador dan Brand Image terhadap Keputusan Pembelian di Shopee dengan Mediasi Brand Awareness,” Insight Management Journal, vol. 1, no. 2, pp. 55–64, 2022. [Online]. Available: https://journals.insightpub.org/index.php/imj
[6] S. L. Utaminingsih and R. H. Sudrajat, “Pengaruh Stray Kids sebagai Brand Ambassador terhadap Brand Loyalty Shopee,” Jurnal Ilmu Manajemen dan Bisnis Indonesia, vol. 11, no. 3, pp. 77–85, Aug. 2021.
[7] Nur’aeni and Supartono, “Pengaruh Kualitas Produk, Citra Merek, dan Desain Produk terhadap Keputusan Pembelian Sepeda Motor Honda Beat,” Dimensi: Jurnal Ekonomi dan Manajemen, vol. 11, no. 1, pp. 73–86, Mar. 2022.
[8] D. Hananto, “Pengaruh Desain Produk, Kualitas Produk, dan Persepsi Harga terhadap Keputusan Pembelian Produk Jersey Sepeda di Tangsel,” Seminar Nasional LPPM UMJ, pp. 1–10, Oct. 2021. [Online]. Available: http://jurnal.umj.ac.id/index.php/semnaslit
[9] Y. Yahya, Z. Maulida, Y. Yusra, and L. Makmur, “Pengaruh Harga dan Kualitas Pelayanan terhadap Kepuasan Pelanggan Maskapai Penerbangan Batik Air Banda Aceh,” Jurnal Kajian Manajemen Bisnis, vol. 9, no. 1, pp. 25–34, Jun. 2020, doi: 10.24036/jkmb.10891500.
[10] R. S. Melati and R. Dwijayanti, “Pengaruh Harga dan Online Consumer Review terhadap Keputusan Pembelian Case Handphone pada Marketplace Shopee (Studi pada Mahasiswa Surabaya),” Jurnal Pendidikan Tata Niaga (JPTN), vol. 8, no. 1, pp. 45–55, 2020. [Online]. Available: https://forms.gle/t44jvKgVK6XAiZwi8
[11] A. Elvina, N. Nugroho, F. A. M. Hutabarat, I. Ivone, and E. S. Ciamas, “Pengaruh Brand Ambassador terhadap Keputusan Pembeli (di Platform E-Commerce Shopee dan Tokopedia),” Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS), vol. 3, no. 1, pp. 12–16, Aug. 2021, doi: 10.47065/ekuitas.v3i1.1021.
[12] A. D. Susilawati, A. Hanfan, and F. H. A. Anugrah, “Pengaruh Brand Image, Brand Ambassador, Word of Mouth dan Testimony in Social Media terhadap Keputusan Pembelian Hijab Sulthanah di Kota Tegal,” Dialektika: Jurnal Ekonomi dan Ilmu Sosial, vol. 6, no. 1, pp. 55–64, Apr. 2021, doi: 10.36636/dialektika.v6i1.470.
[13] I. Noviyanti, D. Sunarsi, and H. Wijoyo, “Pengaruh Harga dan Lokasi terhadap Keputusan Pembelian pada Alfamart Cabang Cipondoh,” Journal of Economic, Management, Accounting and Technology (JEMATech), vol. 4, no. 1, pp. 43–54, Feb. 2021, doi: 10.32500/jematech.v4i1.1447.
[14] F. Destarini and B. Prambudi, “Pengaruh Produk dan Harga terhadap Keputusan Pembelian pada Konsumen 212 Mart Condet Batu Ampar,” Jurnal Ekobis: Ekonomi, Bisnis & Manajemen, vol. 10, no. 1, pp. 35–45, 2020. [Online]. Available: http://ejournal.stiemj.ac.id/index.php/ekobis58
[15] S. A. Saputri and I. Novitaningtyas, “Analisis Pengaruh Kualitas Produk dan Review Beauty Vlogger terhadap Keputusan Pembelian pada Produk Kosmetik,” Among Makarti: Jurnal Ekonomi dan Bisnis, vol. 15, no. 1, pp. 77–87, 2022.
[16] P. Sopiyan, “Pengaruh Digital Marketing dan Kualitas Pelayanan terhadap Keputusan Pembelian,” Jurnal Manajemen dan Kewirausahaan, vol. 13, no. 2, pp. 99–108, 2022.
[17] M. S. Alamry, “Pengaruh Kualitas Pelayanan terhadap Kepuasan Pelanggan pada Toko Buku Gramedia Surabaya,” Jurnal Manajemen dan Bisnis Terapan, vol. 5, no. 2, pp. 45–52, 2017.
[18] D. Ernanda, “Pengaruh Store Atmosphere, Hedonic Motive dan Service Quality terhadap Keputusan Pembelian,” Jurnal Ilmu Ekonomi dan Manajemen STIESIA Surabaya, vol. 7, no. 1, pp. 21–30, 2017.
[19] M. Lutfi and A. Suryadi, “Analisis Pengaruh Kreativitas Iklan terhadap Keputusan Pembelian pada Aplikasi E-Commerce XYZ di Surabaya,” Jurnal Ekonomi dan Bisnis Indonesia, vol. 10, no. 2, pp. 112–120, 2020.