DETAIL JURNAL
HJ. NURHIDAYAH
Vol. 8 No. 2 September 2016
Sekolah Tinggi Ilmu Ekonomi Indonesia (STIE Indonesia) Banjarmasin
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The aims of this study was to identify the influence
of consumer behavior factors in purchasing refill drinking water in Center of
Banjarmasin. This study is a survey, by taking the sample from the population and using questionnaires as a data
collection instrument. The population in this study was consumers who made
purchases of refill drinking water in Center of
Banjarmasin, the sample taken was
100 people. The sampling technique based on purposive sampling method, the data
analysis were performed by multiple regression method. The results of this
study found that variable water quality, water rates, household income and
number of household members simultaneously influenced the demand for drinking
water refill. Partial variable water quality, water rates, household income and
number of household members influenced
the demand for drinking water refill in the Center of Banjarmasin. The members of household were the dominant variable influencing demand refill drinking water in Center of
Banjarmasin.
Keywords: consumer behavior, purchase of refill drinking water
