Pengaruh Kualitas Produk, Persepsi Harga, dan Daya Tarik Hadiah terhadap Minat Beli Air Mineral Aquviva pada Pengunjung Pasar Atom Surabaya

Persaingan dalam dunia bisnis air minum dalam kemasan semakin ketat, sehingga perusahaan dituntut untuk mampu menarik minat beli konsumen melalui kualitas produk, harga yang sesuai, serta program hadiah yang menarik. Masalah yang diteliti yaitu apakah kualitas produk, persepsi harga, dan daya tarik hadiah berpengaruh terhadap minat beli air mineral AQUVIVA pada pengunjung Pasar Atom Surabaya, baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner. Sampel yang digunakan sebanyak 100 responden dengan teknik nonprobability sampling. Metode analisis yang digunakan adalah regresi linier berganda, meliputi uji validitas, uji reliabilitas, uji asumsi klasik, uji t, dan uji F. Hasil penelitian menunjukkan bahwa variabel kualitas produk, persepsi harga, dan daya tarik hadiah masing-masing berpengaruh positif dan signifikan terhadap minat beli. Berdasarkan uji F, hasil yang diperoleh menunjukkan bahwa ketiga variabel tersebut secara simultan berpengaruh positif dan signifikan terhadap minat beli air mineral AQUVIVA pada pengunjung Pasar Atom Surabaya.

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Competition in the bottled mineral water business is increasingly fierce, requiring companies to attract consumer interest through product quality, reasonable pricing, and attractive reward programs. The research question is whether product quality, price perception, and reward attractiveness influence AQUVIVA mineral water purchase interest among visitors to Surabaya’s Atom Market, both partially and simultaneously. This study employed a quantitative approach with a survey method through questionnaire distribution. A sample of 100 respondents was used using a nonprobability sampling technique. The analysis method used was multiple linear regression, including validity testing, reliability testing, classical assumption testing, t-test, and F-test. The results showed that product quality, price perception, and prize attractiveness each had a positive and significant effect on purchase intention. Based on the F-test, the results obtained indicated that all three variables simultaneously had a positive and significant effect on purchase intention of AQUVIVA mineral water among visitors to Pasar Atom Surabaya.