ANALISIS KOMPARATIF PENGARUH CITRA MEREK DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN AIR MINERAL DALAM KEMASAN (AMDK) PADA AQUA DAN LE MINERAL

(Studi Kasus pada Mahasiswa Prodi Bisnis Digital, Politeknik Istikom BCI, Sukabumi)

Abstract

This study investigates the influence of brand image and price on the purchasing decisions of bottled mineral water, focusing on Aqua and Le Mineral, among students of the Digital Business Program at Politeknik Istikom BCI Sukabumi. Using a quantitative associative-causal approach with 58 respondents, data were analyzed through multiple linear regression. Results indicate that, together, brand image and price significantly affect purchasing decisions (F = 7.575; p = 0.001), although individually their effects are not statistically significant. Price has a stronger impact than brand image (β = 0.402 vs. β = 0.096). The findings suggest that effective marketing requires a synergy of strong branding and competitive pricing.