CORRELATION BETWEEN BRAND IMAGE OF AQUA TOWARD PURCHASING DECISION ( A CASE STUDY IN PRESIDENT’S UNIVERSITY STUDENT THAT LIVED IN DORMITORY )

Abstract

The objective of this thesis is to find out the correlation between brand image of Aqua toward purchasing decision . Nowdays, competition the brands of mineral water in retail business has become progressively tightened. Each of the brand have positive and negative image to the customer’s mind. The most important things is how a each of the mineral water’s brand capture attention from its customers by utilizing its brand as a symbol of the product or service and what are customer’s perception about brand. Brand is the image of the product in the market. Accoriding to Keller, 2006, brand is one of some considerations when customer decides to choose the product or service, and one vitally important aspect of the brand is its image, as reflected by the associations that customers hold regarding the brand. It because brand is an identity of the product or service, and also for the image represents the quality of the product or service itself. To do research, the respondents are the President University’s students who consume of Aqua as their mineral water, and the number of the respondents is 50. This research is a quantitative research in which the researcher used correlation analytic method which describes the degree of relationship between two variables. The variable are X variable ( independent ) which is brand image’s variables and Y variable ( dependent ) which is the purchasing decision. The information comes from the survey should also be validity and reliability. From the data, the researcher have found that Brand image’s variables of Aqua have a correlation toward purchasing decision. From the result, the product image have a very strong correlation because the r value is 0.871, the company image have a strong correlation because the r value is 0.726, and the user image have a average correlation because the r value is 0.554. So based on the result, it is good for Aqua to increase their product image, the company should put the product image and quality as the number one factor and improved all the time.