THE INFLUENCE OF MEDIA PROMOTION, PRODUCT QUALITY, AND SERVICE QUALITY ON MINERAL WATER PURCHASE DECISIONS AT CV. BULMA BAROKAH
Keywords:
Media Promotion, Product Quality, Service Quality, Purchase Decision.Abstract
industry require local companies like CV. Bulma Barokah to innovate their marketing strategies. This causal quantitative study aims to analyze the impact of media promotion, product quality, and service quality on purchasing decisions for mineral water from CV. Bulma Barokah in Mantup District. The study utilized a sample of 100 consumers selected via purposive sampling; datacollected through Likert-scale questionnaires were analyzed using multiple linear regression in SPSS 26. The results indicate that, individually, media promotion (t-value 3.491) and service quality (t-value 2.393) have a positive and significant effect on purchasing decisions (p<0.05), whereas product quality (t-value 1.863) does not have a significant effect. Simultaneously, the three variables exert a significant influence (F-value 744.101 > F-table 2.70; p<0.05). Media promotion emerged as the dominant variable, with a coefficient of 0.464. These findings provide a strategic basis for the company to formulate broader digital media promotion policies to enhance competitiveness.
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Copyright (c) 2026 Ahmad Syaifur Rozaq, Ruswaji Ruswaji, Agung Hermanto, Ike Susanti
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