THE IMPACT OF BEHAVIORAL AND ATTITUDINAL LOYALTY ON PURCHASE DECISION OF AQUA’S MINERAL WATER PRODUCTS

Abstract

Abstract: This study aims to determine the impact of behavioral loyalty and attitude loyalty in purchasing decisions of Aqua mineral water products in the city of Manado. This research was conducted using a case study method where data were obtained through questionnaires distributed to 300 respondents who were distributed to all people in the city of Manado. As an independent variable in this study is the symbol of behavior loyalty (X1) attitude loyalty (X2). While the dependent variable in this study is the purchase decision given the symbol (Y). The sampling technique uses a random sampling method. The analysis technique used is the validity test, reliability test, classic assumption test, multiple linear regression test, F-test, t-test, and coefficient of determination test. Tests carried out using SPSS 22 program assistance. The results suggest that: (1) behavioral loyalty has a significant effect on purchasing decisions of Aqua mineral water products in the city of Manado with sig 0.00, (2) attitude loyalty does not affect purchasing decisions of Aqua mineral water products in the city of Manado with sig 0.475.

Keywords: behavior loyalty, attitude loyalty, purchase decisions