Influence of Bottle Packaging and Price on Le Minerale Purchase Decisions Among Fitness Members
DOI:
https://doi.org/10.37535/1050052202610Keywords:
packaging design, price, purchase decision, bottled water, le mineraleAbstract
In Indonesia, the market share for bottle mineral water has significant growth and make companies to adopt differentiation strategies, whether through the design packaging or pricing to attract consumers and strengthen their brand’s competitiveness. In this industry, purchasing decisions are influenced not only by functional needs but also by consumers’ perceptions of a product’s appearance, utility, and value. This phenomenon is particularly relevant in sports centres, where the consumption of bottled water is a necessity whilst engaging in physical activities. The study aims to determine the effects of bottle packaging design and price on purchasing decisions for Le Minerale mineral water, particularly for members of Eva Fitness dan Tenis Meja Bekasi. Using quantitative approach through a questionnaire survey conducted among 138 respondents using a purposive sampling technique this research revealed that the two factors, bottle packaging design and price, had a positive and significant effect on purchasing decisions, as indicated by the F value, which was 363.856, and the significance level, which was less than 0.001. The partial test revealed also showed a substantial impact on purchase decision from its packaging design (t=23.894) and pricing (t=6.714). The coefficient of determination (R2=0.844) suggests that the two factors may explain 84.4% of purchase decisions. From the two factors, bottle packaging design had a greater influence on purchasing decision. The study finds that the packaging should be beautiful and functional, and at the same time, the priced should be competitive in order to improve customer purchasing decision and enhance the market Le Minerale.
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