Unlocking consumer behavior: the Interplay of marketing mix and hygiene perceptions in Kembar Water's market success

Purwati, AA, Kurniawan, E, Chandra, T, Deli, MM, Hamzah, ML and Abdullah, SINW ORCID: https://orcid.org/0000-0001-7249-8512, 2025. Unlocking consumer behavior: the Interplay of marketing mix and hygiene perceptions in Kembar Water's market success. Journal of Applied Business and Technology, 6 (2), pp. 135-145. ISSN 2722-5372

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Abstract

This study aims to examine the impact of marketing mix strategy and hygienic perception on consumer trust and purchase decisions for Kembar Water, a bottled drinking water (AMDK) brand. The target population for this research includes consumers who have purchased Kembar Water products. From a total population of 380 consumers, a sample size of 100 respondents was determined using the Slovin formula. Random sampling was employed as the sampling technique. Data were collected through institutional documentation and online questionnaires distributed via Google Forms. The data analysis techniques included descriptive analysis and Structural Equation Modeling (SEM) using Smart PLS software. The findings of the study reveal that: (1) The marketing mix strategy variable does not significantly influence consumer trust. (2) The hygienic perception variable has a positive and significant impact on consumer trust. (3) The marketing mix strategy variable does not significantly affect consumer purchase decisions. (4) The hygienic perception variable positively and significantly influences consumer purchase decisions. (5) The consumer trust variable has a positive and significant effect on consumer purchase decisions.

Item Type:	Journal article
Publication Title:	Journal of Applied Business and Technology
Creators:	Purwati, A.A., Kurniawan, E., Chandra, T., Deli, M.M., Hamzah, M.L. and Abdullah, S.I.N.W.
Publisher:	Institut Bisnis dan Teknologi Pelita Indonesia (IBTPI)
Date:	31 May 2025
Volume:	6
Number:	2
ISSN:	2722-5372
Identifiers:	Number Type 10.35145/jabt.v6i2.197 DOI 2452336 Other
Rights:	Copyright (c) 2025 Journal of Applied Business and Technology. This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Divisions:	Schools > Nottingham Business School
Record created by:	Laura Borcherds
Date Added:	12 Jun 2025 11:16
Last Modified:	12 Jun 2025 11:16
URI:	https://irep.ntu.ac.uk/id/eprint/53731

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