Pengaruh Health Consciousness, Environment Attitude,Product Knowledge dan Perceived Quality Terhadap Minat Beli Air Minum Dalam Kemasan (AMDK) yang Mengandung Oksigen

Abstract

Intention to buy is an attention to a product and it is a process of decision making by consumers before buying the products required by the consumers. Purchasing decision will not happen if there is no interest or encouragement from the person. This study aimed to determine the effect of health consciousness, environment attitude, product knowledge and perceived quality towards the buying intention in bottled water which contain of oxygen. It also aimed to analyze which the most dominant variable affecting consumers' buying intention. Using purposive sampling technique, the data of the study were collected from 200 respondents in Salatiga. The result showed that there was a significant influence on health consciousness, product knowledge and perceived quality variables toward intention to buy bottled water that contains oxygen, whereas the environment attitude variable had no significant effect on buying interest of oxygen bottled water. The result also showed that product knowledge has the most impact on interest in buying bottled water which contains oxygen