Determinants of Consumer Purchasing Decisions for Aquaviva Packaged Water: An Analysis of Brand Trust, Product Quality, and Digital Marketing with Purchase Intention as a Mediating Factor

Abstract

The increasing growth of bottled mineral water products has led to a rise in consumer consumption, encouraging the emergence of new drinking water products, one of which is Aquviva. This study investigates the variables that influence purchase intention as an intervening variable and purchase decision among consumers of Aquviva drinking water. This research implemented a quantitative approach through the distribution of an online questionnaire to 120 respondents. The collected data was then analyzed using Structural Equation Modeling based on Partial Least Squares (SEM-PLS). The analysis reveals a complex dynamic relationship among the research variables. Brand trust and product quality were found to have no direct significant effect on purchase decisions, although product quality shows a positive influence. However, both variables together have a positive and significant effect on purchase intention. Meanwhile, digital marketing shows a direct positive and significant effect on purchase decisions, although its effect on purchase intention is not significant. The key finding of this study confirms the role of purchase intention as a positive and significant intervening variable in mediating the relationship toward purchase decisions.