Abstract:
The need for clean water keeps rising. In reality, finding water that is both guaranteed to be
safe to drink and of sufficient quality is becoming more and more challenging. They therefore
require bottled drinking water during this time, especially in large cities where it is challenging
to separate people from bottled drinking water. This situation will influence customer loyalty
to mineral water particularly Aqua, it is also useful to know if these customers stay with Aqua
or try another brand. This research was carried out to study the influence of brand image, trust,
and perceived quality towards customers loyalty mediated by satisfaction of aqua mineral water
in Bekasi City. This study used quantitative analysis. The questionnaire was distributed online
to Bekasi City residents who consume Aqua mineral water. For this study, a total of 321
completed questionnaires were obtained. SMARTPLS-SEM 4 software was used to analyze
the data and test the hypothesis. Results of this research showed that brand image, trust, and
perceived quality has significant influence toward satisfaction and also satisfaction has
significant influence toward customer loyalty in case of Aqua mineral water in Bekasi City. In
conclusion, this research is utilized as a measuring tool to determine the optimal marketing
strategy to implement in order to increase customer loyalty due to the numerous competitors
in this Aqua mineral water. In this way, it serves the purpose that customers will feel satisfied
and able to purchase with confidence.
