ANALYSIS OF FACTORS THAT INFLUENCE CONSUMER BEHAVIOR OF DRINKING WATER IN KUPANG CITY
Abstract
Kupang City is one of the largest cities in East Nusa Tenggara. The increase in the number of residents
in the city of Kupang has greatly impacted the increasing need for drinking water, while water quality has
declined due to the large amount of pollution. Therefore, drinking water treatment technology (DAM) is needed
to meet the needs of the community. Drinking Water Depot (DAM) has an important role in processing clean
water into drinking water, besides that DAM is also very popular with the community. the presence of DAM
also poses a risk to public health if it is not managed according to health requirements. Therefore, to find out the
degree of public health, good or not, one of them is by looking at people's behavior in choosing drinking water
depots that are suitable for consumption. The research design used was cross sectional. The research sample was
96 consumers drinking water depots. The sampling technique used in this study is accidental sampling. Data
retrieval is done by distributing questionnaires to be filled in by respondents. Statistical analysis uses simple
linear regression test and multiple linear regression. The results showed that the variables of product quality,
price, promotion, distribution, Eligibility for Hygiene Hygiene certificates and family support influenced the
behavior of consumers of drinking water depots with a significance value of p = 0.000; p = 0,000; p = 0.015; p =
0,000; p = 0,000; p = 0.010. While the education level variable does not affect the consumer behavior of
drinking water depots with a significance value of p = 0.427. Multiple linear regression test showed that the
price variable is the variable that has a dominant influence on consumer behavior of drinking water depots with
a significance value of p = 0,000. The conclusion is that Price variable is the most dominant variable influencing
consumer behavior of drinking water depots.
Keywords: consumer behavior, product quality, drinking water depots
