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

Decision

of

Re{ill

Drinkitrg

Water

(RDW) in

Padang

Marketing

Mix

as

a

Deterninant Buying

REY

IARLAN

SIAPUTRA

0a 152(x8 TETSIS

PrcpoteA

6

a pznial rcquilerunt to obtdn Adchatot degree

ITA\ACE}IENT

STTTD' PROGRINT

ECOlOrltc FACtrt,T!

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

h)PK

3,m

)bmrsrldi

4rrii

r)ahmdo,aisrs

N,

Dcierminini BryinE Derkion

ofl

waler in Prddng

qoodrcs of

,. hdt*q

tiry mx 14Pn with buvins d{Rioi

a n ktua

!rusf

Mirajenen

q.l!,[n4!!

3!!jM{!

r,l

ProbleN

&ckgroud

AdvanF r€chnolog/ in all 3sp6t of human

lire

make liv€ tE@me

dier, fr{er

ald

@mplicared

In

the

ene

dne.ion,

hum,f,

n€.b

als

ulih'i.d

nake live bdome

complicated. so soientisl hy to

fulnll

all of it

ly

lsing lechnology Human needs for

clq

Mter

inc@d

sigitcanlly beeue

or

populalion

grewt\ in

addiriotr

ndy

ilduries

mrle uarer be@e pollulcd

dd rcdle

rhe

.valabiljtt

otcl€m

wt€r

N*

teclDolosy develop€d by

$ient$

ro hake r€dy to dnnk

wrd

wilholn

ook

al$

@

inprove

hlll!fu

h€atlh Tne begimirg of

$n

technoloet only lsed in aaclory to

prodrei

hotrl€d drinlins wa1€r.

h

1973.

Aqu

Cold€n Mississrppi Corp( arion be8an

lhen busines ro lroduce bonled

drinki4 wier.

Aq@

fi^t

bottled

drin

nS Mter

pro&d

il I

on6ia also holding 50% of

ndkel

sh@. It€y

pro!&ed

dy

tinds

of

boltie arCine

lim

330n1, 600m1, l500nl to gnlion

Howvs,

fs.rory

mot@ch

all

n6tc1s

pghen!

lhis

t

b$auc

&e price of botdcd

&i.lins

wder r@ hieh lllal

cr

@ch by hiddle !o low

*onony

ino6e

This op€ns a bGiness opportunity

fd

refill

CIIAPII'R

I

INTRODT]CTION

R€anl

Dnding

waler Shop

GDw) begd

in 2000 s in lndon$ia wh€E Jal6rl. n 1he

fst

lrovi.€

in lndonesia rhar use read! ro

drirl

waler

fion

RDw

sio!.

'lhis is

cs

Padang

s

netropolii$

fut

na

ahosr one

mitio.

ciriz€s

al$

did RDW busiBs is

grewing fast in couple of

yes,

Ir

n

exist in

altost

in,ll

of citv

@Dw.

Rsd

dar, (Ausust 2OO8) froo ?admg

H€ll]l

DepaJtmern shov4 lhde arc more 200 RDW shop in

Padans. In general, RDw

fill

middle 1o

lN

narl€t seeDent

bsaw

oflhe ptice a _callot

ofrefill &irkins valer @ly 4OOO to 6000 Rupitn / _{Callo. Ibat} pn€ nuch

lowt

dEn

facioiy, wh€re price ianelng

nm

9000 lo 18000 Rupian / s.llon

s.r!

$e

nne

olier Egions

al$

do the

sde

6ite

RDw

dly

sft

refill

Mior

fd

esllon

ls

mote RDW redlly seemenied.

In 2005,

Nmb€r

of Padmg poPulatons

i@n

nmbs

801.3it4

Fopl€ ]t

in(nx@s to

819,740 in 2006, wilh d€rail 410,580 male

dd

409,160 fmale. Paddg populalio. is

sroMh 2.25 percenl/yegr.

Iunhd

infoddtioh show at Table 1l

Nrsber

Of Padatrs PoDuhrio!

4t0,530 409,160 al9,14A 395,711 405,611 80t,344

185,460 Jo9r30

2003 380,0.10 J85,410 165.450

2002 i57,487 734.421

sdn

:

BPS Sb'ets.tPad4ag

Bae

on population dmsiry or

Kabba

Lubuk

*jlms

, lubuk

demosrsphy the

lolowitrs l@ati@:

Bu.gus Teluk

69

CFAPTf,R

V

CONCLIJSTO]\ AND SUCCESTfON

Resaob

conducl€d

to

consumer 6utrns Refilt

D'int'ng Wald

(RDw) €xnting in

Padas city.

willl

r$edch

lsalots

in

six loErion

of

RDw

Tloe

@

-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

is hrddle

uder

e@ronic

cl6s

Method inial€ of

smpls

ihal ued is

eiddLl

@ple

s

narv

120

I

Pnce

n

the

don

donim

tador in

mteting

ni,

rhar

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

infln€rc

the deFnd€ni vdiable

I

Duch

d

I 9%

ud

tbe r€nainine 98.i7o is

i!fluenced by odei Mriabl€ dlsi<le the regr*sion

eqution.

_r

variable producr md pla@ (distribution) have ,egatvc

sigl

lt m@s rcsF.ndflt

nol inrlnence by

pbdlcr

and the

wly

of distribdiior

?rcduoldd

the wav of

disiributon ofRDW

ffe

b€tqm

016

d odr4, theteaore .€sponde.t

h'e

no

i.iention 10 loyal lo one RDW sho9. Pnce

sd

prcnotion

wlich

inft@nce rne

rBpondar

evd

so

sall

Berwen ote

ndkeli.g

nix

vdiaue

te

jnbtelated. so can he iusdfied Per ilen.

72

REFERNNCES

Aswl,

Hendry, 2ool . Co6@er Bebvior

.d

Ma.ketine Actio4 6'r ed.

Thom$n

Leming

USA

Enger, J.

F

RoCer

D

BlactseU dan Paul

w'

MiErd,

2006,

C,z'zner

Rchaior,

tenth ednior, Thomson Soulh Westem Corporatiorr

Cmda

Kertajaya, Eemawm 2004,

t?ma,an

Kdtajq4

on

Mordi

_S,4d', Crmedia

Plst3ka Utama,

Jar,{a

Korle\P

20A3. Mar\eiins

M.tld9.n.nt.

Itl.,c

th Editian,Ptenti.. Hall

Intemational Inc

Korlcr, P dan Cary

Amst

ong,2oM, PnEiPles of l.larietinE t 0!h ed,Patsoa

Prenrne Hall,lno. New

Jeey

Kurur,

R

(2005), R€sarch Methodolog: A stePby-Step Guide for BeCune6, 2nd

€d _,Sase Puhlicalions. Newbury lark, CA

Http://m.netmbacontndLelindoix/

.

Hilp/

w

netmba cortmdielin€/@n@p, Hrio://wwlars@mer

od

htpl/s.cons@ephvcholosist

cotr/

httol/ndkdindqcnerontles$nM6soro

whlt's

mdketinshtn

hnp://ref€rcnceforbusine$.@n/nanaeencn/Md-No/m{kelins{on@t

d-pEbs!!4larl

hlior/lww

rcscarchdioesl @nt/

Lal. Rajiv, Jhon A _Quelcn ard

v

Kastun

Rbee.

:005, ,4r'altuttA

l4maEen.nl Tett at'1 Cates.

Mcc.avHill

conpanics, lnc, New York