THE INFLUENCES OF PRODUCT QUALITY, PRICE, BRAND, AND PLACE TOWARD CUSTOMER BUYING DECISION ON NESTLE PURE LIFE BOTTLED DRINKING WATER PRODUCT IN JAKARTA

Abstract

The objectives of this research are to observe the influence of Product Quality, Price, Brand, and Place toward Customer Buying Decision on Nestle Pure Life bottled drinking water product in Jakarta. The researcher used survey method on consumers that work or live in Jakarta with age of 17 years old or above. There are 133 respondents who contributed in this investigation. After that, all data are analyzed with Structural Equation Model (SEM) using WarpPls software. The results are positive and significant for Product Quality, Price and Brand, but positive and insignificant for Place in their influence toward customer buying decision. The result shows that simultaneously, the variables also have positive and significant influence toward customer buying decision. The result also shows that partially, Brand has the most influence towards customer buying decision out of the four tested independent variables.