Marketing Mix (4Ps) as a Determinant Buying Decision of Refill Drinking Water in Padang.

TETSIS

Marketing Mix

as a

Deterninant Buying

Decision of Re{ill Drinkitrg Water (RDW) in

Padang

REY IARLAN SIAPUTRA
0a 152(x8

PrcpoteA

6

a

pznial rcquilerunt to obtdn Adchatot degree

ITA\ACE}IENT STTTD' PROGRINT
ECOlOrltc FACtrt,T!
ANDAI,AS I'\NTf,RSITY

4 rempd/rs!

sr

Pidans/

14

D.fmh(1e

b)NrmroEqrlr: oE Amr dai 0n zlnnn
4 6iurr6 : eoiooi d) ir6n MaEFr
fl raisd [ru5 : ,6

Nov

2oo3

g) ftedi

3,m )bmrsrldi 4rrii
r)ahmdo,aisrs

h)PK

N,

Dcierminini BryinE Derkion
waler in Prddng

ofl

qoodrcs of

tiry mx

a n

ktua

!rusf

Mirajenen

14Pn with buvins

d{Rioi

q.l!,[n4!! 3!!jM{!
Pei!8ar

tukut:r/!nrve6ta5

,. hdt*q

CIIAPII'R

I

INTRODT]CTION

r,l ProbleN &ckgroud
AdvanF r€chnolog/ in all 3sp6t of human lire make liv€ tE@me
@mplicared In the

ene dne.ion, hum,f, n€.b als ulih'i.d nake live

complicated. so soientisl hy to

clq

@

fulnll all of it

ly

lsing lechnology Human

Mter inc@d sigitcanlly beeue or populalion grewt\ in

ilduries mrle

N*

dier, fr{er ald

uarer be@e pollulcd

teclDolosy develop€d by

dd rcdle

$ient$

hotrl€d drinlins wa1€r.

h

1973.

$n

Aqu

il I

boltie arCine

lim

t

wilholn ook

fi^t

Dnding waler

Shop

b.plen b@use

dy

tinds

hieh lllal

ofhMd dd

waler

cr

fd refill

GDw) begd in 2000 s in lndon$ia wh€E Jal6rl. n

drirl

of

Howvs, fs.rory mot@ch all

This op€ns a bGiness opportunity

in lndonesia rhar use read! ro

al$

bottled drin nS Mter

b$auc &e price of botdcd &i.lins wder r@

ino6e

ndy

Cold€n Mississrppi Corp( arion be8an

330n1, 600m1, l500nl to gnlion

@ch by hiddle !o low *onony

fst lrovi.€

wrd

on6ia also holding 50% of ndkel sh@. It€y pro!&ed

n6tc1s pghen! lhis

R€anl

addiriotr

technoloet only lsed in aaclory to

lhen busines ro lroduce bonled drinki4 wier. Aq@

pro&d

for

needs

.valabiljtt otcl€m wt€r

ro hake r€dy to dnnk

inprove hlll!fu h€atlh Tne begimirg of

prodrei

rhe

bdome

1he

fion RDw sio!. 'lhis is cs

industries populalio. nig!€sl

li

olhfl po!i@s. Along

s.r! $e nne olier

Egions

al$

do the

sde 6ite RDw dly

sft

refill Mior

fd

esllon ls mote RDW redlly seemenied.

Padang

s

netropolii$ fut na ahosr one mitio. ciriz€s al$ did RDW busiBs is

grewing fast in couple of

yes,

(Ausust 2OO8) froo ?admg
Padans. In general, RDw

Ir n exist in altost

H€ll]l

fill

4OOO

facioiy, wh€re price ianelng

nm

of citv @Dw.

Rsd

dar,

DepaJtmern shov4 lhde arc more 200 RDW shop in

middle 1o

ofrefill &irkins valer @ly

in,ll

lN

narl€t seeDent

bsaw

oflhe ptice

to 6000 Rupitn / Callo. Ibat pn€ nuch
9000

lo

18000 Rupian /

In 2005, Nmb€r of Padmg poPulatons i@n
819,740 in 2006, wilh d€rail 410,580 male

dd

nmbs

lowt

a

callot

dEn

s.llon

801.3it4

Fopl€ ]t in(nx@s to

409,160 fmale. Paddg populalio. is

sroMh 2.25 percenl/yegr. Iunhd infoddtioh show at Table 1l

Nrsber Of Padatrs PoDuhrio!

sdn :

BPS

4t0,530

409,160

al9,14A

395,711

405,611

80t,344

185,460

Jo9r30

2003

380,0.10

J85,410

2002

i57,487

165.450
734.421

Sb'ets.tPad4ag

Bae on population dmsiry or demosrsphy the lolowitrs l@ati@: Bu.gus Teluk

Kabba

Lubuk

*jlms

, lubuk besalMs,

Kumji, laul, dd Kolo lderal' m ?adag

69

CFAPTf,R V
CONCLIJSTO]\ AND SUCCESTfON

Resaob conducl€d to consumer 6utrns Refilt D'int'ng Wald (RDw) €xnting in

lsalots in six loErion of RDw Tloe @

Padas city. willl r$edch

-A]QRO

I4AXWELL. AIKES, RINDU ALAM, NANATECH, and DAFI S hoD.d.ry ?adang

ciiy.

Thjs l@non choice pm@nt to narket

dri*iry waid Efill

e@ronic cl6s Method inial€ of smpls ihal ued is

I

Pnce

is hrddle uder

eiddLl @ple s

n the don donim tador in mteting ni,

rhar

narv

120

i.nuflce consmen

bufing dsisio. ewn ihongh nrl(ering n,x only inflD4@ 2%

R.ere$ion sq@E or R: = O.Ol9 or L9%, il

nds

rhat

de responde.t tuiable

d

I 9%

ud

tbe r€nainine 98.i7o is

infln€rc the deFnd€ni vdiable

I

Duch

i!fluenced by odei Mriabl€ dlsi