THE IMPACT OF PRODUCT QUALITY, PACKAGING DESIGN, AND PRICING TOWARD PURCHASE INTENTION OF DEEPSEA BOTTLED WATER

Abstract

A tight competition in bottled water industry makes newly established companiesdifficult to grow and earn the share market in Indonesia. Deepsea Water, the mainbrand of PT Gracia Destilata Indonesia, a bottled water factory established in 2013also felt the same condition. Low sales and fluctuative sales become the biggestobstacle where the company is stuck and slow to develop. This study aim toexamine whether product quality, pricing, and packaging design affects thepurchase intention of customers. The research applies quantitative approach andmultiple regression analysis as the method. The sample on this research were thestudents of International Business Management–International Class, UniversitasCiputra, Surabaya, batch of 2015 and 2016 where the data was collected from 73samples chosen on this research. The analysis was processed using IBM SPSSStatistics 23 program. The findings of this research are that all three independentvariables; product quality (x1), packaging design (x2), and pricing (x3) have positiverelationship toward purchase intention as the dependent variable. Packaging designand pricing significantly affect the purchase intention. However, product quality(x1)turns out does not significantly affect toward purchase intention. Thus, thecompany is suggested to put more attention and focus on packaging design andpricing, instead of product quality