Impact of Attitudes and Social Norms on AQUA Purchase Decisions: The Role of Buying Intent in Jabodetabek

Volume 5, Number 2, 2024 https://ijble.com/index.php/journal/index Impact of Attitudes and Social Norms on AQUA Purchase Decisions: The Role of Buying Intent in Jabodetabek Fitri Afrina1), Fendi Saputra, SE., M.M 2) Departement of Management & Jaya Launch Pad, Universitas Pembangunan Jaya , ABSTRACT This study examines the influence of attitudes and subjective norms on purchasing decisions for AQUA mineral water, with purchase intention as a mediating variable. Using a quantitative approach, data were collected through questionnaires from 220 Aqua consumers in Greater Jakarta, selected via purposive sampling. Data analysis was conducted with SmartPLS 4.1 using Partial Least Square (PLS), assessing both outer and inner models. Findings reveal that attitudes and subjective norms significantly impact purchasing decisions. However, purchase intention does not affect purchasing decisions and does not mediate the relationship between attitudes, subjective norms, and purchasing decisions. Keywords: Attitudes, Subjective Norms, Purchasing Decision, Purchase Interest, AQUA INTRODUCTION The food and beverage industry plays a crucial role as it fulfills fundamental human needs. With population growth, demand in this sector continues to rise, creating significant potential for industry expansion. According to Indonesia’s Ministry of Industry, this sector contributed 39.10% to the national GDP in 2023 (Antara, 2024). One essential segment within this industry is the Packaged Drinking Water (AMDK) sector. As of 2023, there are 1,200 producers and 2,100 registered AMDK brands with distribution permits (Antara, 2024). Firdaus Ali, Vice President of the Indonesia Water Institute (IWI), highlighted that while bottled water was once considered a lifestyle choice, it has now become a necessity (Andi, 2021). Statista (2024) supports this, showing growth potential in Indonesia’s non-alcoholic beverage market, particularly in juice, soft drinks, and mineral water categories, with fluctuating growth in the bottled water market projected through 2025. AQUA is one of Indonesia's oldest and most well-known mineral water brands, established in 1973 (Salim, 2024). It remains highly recognizable, with 93.1% of Indonesians citing it as their most consumed drinking water brand in 2023, ahead of Le Minerale at 74.7% (Statista, 2024). However, Top Brand Indonesia data indicates a decline in AQUA's popularity since 2020, with its index dropping from 61.50 in 2020 to 46.90 in 2024. Despite this decline, AQUA maintains the highest index among bottled water brands (Top Brand Award, 2024). In December 2023, AQUA saw a 19.7% sales drop following Indonesia's "MUI Fatwa No. 83 of 2023," which encouraged boycotts of products with ties to Israel. Given that 84.5% of Indonesians are Muslim, the boycott resonated widely ((Hops, 2023; Chandra Dwi, 2024). Additionally, campaigns like "Ramadan Without AQUA" promoted local alternatives, with Le Minerale gaining traction as a preferred choice among Muslim consumers during Ramadan (Ferry, 2024; Dwi, 2024). 2696 Volume 5, Number 2, 2024 https://ijble.com/index.php/journal/index The researcher analyzed keyword search data on Google Trends for “Boycott AQUA” from early November 2023 to September 2024. Initially, during the October 2023 Hamas-Israel conflict, there was no significant increase in searches for this keyword. However, following the issuance of the MUI Fatwa on November 8, 2023, searches for "Boycott AQUA" surged, reaching a peak interest score of 100, indicating maximum popularity. Searches were particularly high in the DKI Jakarta region, with a score of 80, suggesting strong public interest in further information. This boycott phenomenon has notably impacted products associated with Israeli affiliations, including AQUA mineral water (Kompas, 2024). To strengthen the foundation of this study, the researcher presents previous findings that show mixed results regarding the influence of attitudes and subjective norms on purchasing decisions and purchase intention.Amin (2023) found a significant impact of attitudes on purchasing decisions, while (Syahrul et al., 2021) reported no significant effect. Similarly, Amin (2023) observed a significant influence of subjective norms on purchasing decisions, contrasting with (Syahrul et al., 2021) findings. For purchase intention, Purwantini (2021) indicated that attitude significantly influences it, but (Syarifah, 2023) found no such effect. Additionally, subjective norms significantly influenced purchase intention in Purwantini (2021) study, whereas (Muzayanah, 2019) found no effect. Regarding purchase intention's impact on purchasing decisions, Putri (2020) found a significant effect, while (Apriansyah et al., 2024) reported otherwise. Lastly, studies by Mylasari (2022) show attitudes significantly affecting purchasing decisions, while (Naeharop et al., 2023) found no significant effect through purchase intention. The influence of subjective norms as an intervening variable was significant in Amin (2023) study but not in (Riska, 2023) findings. This research aims to analyze the impact of consumer behavior concerning the decline in AQUA mineral water purchase decisions. According to data from (Top Brand Award, 2024), AQUA, historically the leading and most popular bottled water brand in Indonesia, is facing challenges in consumer purchase decisions. The shift in consumer attitudes following the MUI fatwa and emerging subjective social norms regarding the consumption of AQUA products has intensified these challenges. The results of this study could offer strategic marketing recommendations for AQUA to better understand and address consumer behavior. Additionally, this research aims to address inconsistent findings in previous studies on related variables, making it a valuable reference for future studies. Literature Review and Hypothesis Development 1. Attitude Theory by Ajzen (1991) in Erten (2022), explains that attitude represents an individual's assessment of behavior, considering whether it yields positive outcomes. Attitude can also be defined as an individual’s unseen response to various stimuli provided by companies and marketers. In contrast, Davis (1989) in Jam’an (2020) suggests that "attitude towards use" reflects an individual’s approach to engaging with specific technologies. This attitude includes a decision to agree or disagree with the potential impacts of utilizing a particular system within their activities. Christophorus et al (2022) outline attitude in three key dimensions Cognitive, Affective and Conative Component. Research by Azizahtul (2021) and Tewal (2020), the understanding is drawn that attitude has a significant influence on the decision to buy muslim clothes in the 2697 Volume 5, Number 2, 2024 https://ijble.com/index.php/journal/index marketplace. This is also supported by the results of Lukman (2024) attitude has a significant effect on the decision of AQUA mineral water produ (...truncated)