Analyzing the Effect of Marketing Mix on Aqua Mineral Water Customer Satisfaction

Oct 13, 2025 by wbrum.org 146 views

In today's highly competitive bottled mineral water industry, companies must be able to achieve customer satisfaction and loyalty to stay ahead of the competition. One effective strategy to achieve this is through the application of the right marketing mix. In this study, we conducted an analysis to understand how the marketing mix could affect the satisfaction and loyalty of Aqua mineral water customers among students of the Faculty of Economics, University of North Sumatra.

Objectives of the Study

The objectives of this study include:

Analyzing the Effect of Marketing Mix on Aqua Mineral Water Customer Satisfaction: This objective aims to understand how the marketing mix consisting of products, prices, and places affects customer satisfaction among students of the Faculty of Economics, University of North Sumatra.
Analyzing the Effect of Customer Satisfaction on Aqua Mineral Water Loyalty: This objective aims to understand how customer satisfaction affects loyalty among students of the Faculty of Economics, University of North Sumatra.
Analyzing the Effect of Marketing Mix on Aqua Mineral Water Loyalty: This objective aims to understand how the marketing mix consisting of products, prices, and places affects loyalty among students of the Faculty of Economics, University of North Sumatra.

Methodology

This research is an associative study, where data is obtained through a survey with a questionnaire as primary data, as well as a literature review and documentation as secondary data. The research population consisted of 97 undergraduate program students at the Faculty of Economics, University of North Sumatra, with all 97 students being sampled. The sampling design used is accidental sampling. The data collected is then analyzed using path analysis, T test, and F test.

Results

The results of this study showed that:

Simultaneously and Partially, Products, Prices, and Places Have a Significant Influence on Aqua Mineral Water Customer Satisfaction: This result indicates that the marketing mix consisting of products, prices, and places has a significant influence on customer satisfaction among students of the Faculty of Economics, University of North Sumatra.
Partially, Customer Satisfaction Has a Significant Influence on Aqua Mineral Water Loyalty: This result indicates that customer satisfaction has a significant influence on loyalty among students of the Faculty of Economics, University of North Sumatra.
Simultaneously and Partially, Products, Prices, and Places Have a Significant Influence on Aqua Mineral Water Customer Loyalty: This result indicates that the marketing mix consisting of products, prices, and places has a significant influence on loyalty among students of the Faculty of Economics, University of North Sumatra.
Partially, the Product Has a Significant Influence on Aqua Mineral Water Loyalty: This result indicates that the product has a significant influence on loyalty among students of the Faculty of Economics, University of North Sumatra.
The Product is a Dominant Factor That Affects Customer Loyalty: This result indicates that the product is a dominant factor that affects customer loyalty among students of the Faculty of Economics, University of North Sumatra.

Additional Analysis and Explanation

From the results of this study, we can conclude that the marketing mix is an important tool in building customer satisfaction and loyalty. Quality products, competitive pricing, and strategic distribution locations are the key to attracting consumer attention, in this case, students.

1. Products

Aqua mineral water products are known to have good quality contributing greatly to customer satisfaction. Students as a target market prefer products that not only meet health standards but also have practical and attractive packaging. This shows that companies must continue to innovate in product quality to remain relevant in the market.

2. Price

Prices also play an important role. Determination of prices in accordance with student purchasing power, without sacrificing product quality, is able to attract more consumers. This study confirms that companies must pay attention to price psychology, where students tend to look for good value for what they pay.

3. Place

The location or place of distribution is a factor that should not be ignored. Ease of getting products, both in physical and online stores, has a big influence on purchasing decisions. With more strategic sales points, companies will more easily reach consumers, thereby increasing their satisfaction and loyalty.

Conclusion

Effective marketing mix strategies can increase the satisfaction and loyalty of Aqua mineral water customers at the Faculty of Economics, University of North Sumatra. With a focus on quality products, competitive prices, and easily accessible distributions, companies can not only maintain existing customers, but also attract new customers. Therefore, companies need to continue to monitor and adjust their marketing strategies in accordance with the needs and preferences of consumers that continue to change.

Recommendations

Based on the findings of this study, we recommend that companies in the bottled mineral water industry:

Continuously Innovate in Product Quality: Companies must continue to innovate in product quality to remain relevant in the market.
Pay Attention to Price Psychology: Companies must pay attention to price psychology, where students tend to look for good value for what they pay.
Strategically Distribute Products: Companies must strategically distribute products to make them easily accessible to consumers.
Monitor and Adjust Marketing Strategies: Companies must continue to monitor and adjust their marketing strategies in accordance with the needs and preferences of consumers that continue to change.

By following these recommendations, companies can increase the satisfaction and loyalty of their customers, and ultimately, achieve long-term success in the market.

In our previous article, we discussed the analysis of the effect of marketing mix on the satisfaction and loyalty of Aqua mineral water customers among students of the Faculty of Economics, University of North Sumatra. In this article, we will answer some frequently asked questions (FAQs) about the study.

Q: What is the marketing mix, and how does it affect customer satisfaction and loyalty?

A: The marketing mix refers to the combination of four elements that a company uses to market its products or services: product, price, place, and promotion. In the context of this study, the marketing mix consists of products, prices, and places. The results of the study showed that the marketing mix has a significant influence on customer satisfaction and loyalty.

Q: What are the key factors that affect customer satisfaction and loyalty in the bottled mineral water industry?

A: The key factors that affect customer satisfaction and loyalty in the bottled mineral water industry are product quality, price, and place. The study found that students prefer products that meet health standards, have practical and attractive packaging, and are easily accessible.

Q: How does product quality affect customer satisfaction and loyalty?

A: Product quality is a critical factor that affects customer satisfaction and loyalty. The study found that students prefer products that meet health standards and have practical and attractive packaging. Companies that offer high-quality products are more likely to attract and retain customers.

Q: What is the role of price in affecting customer satisfaction and loyalty?

A: Price is an important factor that affects customer satisfaction and loyalty. The study found that students tend to look for good value for what they pay. Companies that offer competitive prices are more likely to attract and retain customers.

Q: How does the place of distribution affect customer satisfaction and loyalty?

A: The place of distribution is a critical factor that affects customer satisfaction and loyalty. The study found that students prefer products that are easily accessible, both in physical and online stores. Companies that offer convenient distribution channels are more likely to attract and retain customers.

Q: What are the implications of the study for companies in the bottled mineral water industry?

A: The study has several implications for companies in the bottled mineral water industry. Companies must continuously innovate in product quality, pay attention to price psychology, and strategically distribute products to make them easily accessible to consumers. By following these strategies, companies can increase customer satisfaction and loyalty and ultimately achieve long-term success in the market.

Q: What are the limitations of the study?

A: The study has several limitations. The study was conducted among students of the Faculty of Economics, University of North Sumatra, and the results may not be generalizable to other populations. Additionally, the study only examined the effect of marketing mix on customer satisfaction and loyalty and did not explore other factors that may influence customer behavior.

Q: What are the future research directions based on the study?

A: The study has several future research directions. Future studies can examine the effect of marketing mix on customer satisfaction and loyalty in other industries or contexts. Additionally, future studies can explore other factors that may influence customer behavior, such as customer service, brand image, and social media marketing.

By answering these FAQs, we hope to provide a better understanding of the effect of marketing mix on the satisfaction and loyalty of Aqua mineral water customers and to provide insights for companies in the bottled mineral water industry.