Determinan Permintaan Konsumen Air Galon Depot Sonaf Maneka di Kota Kupang

JELITA, Yustina Agrifa (2026) Determinan Permintaan Konsumen Air Galon Depot Sonaf Maneka di Kota Kupang. Undergraduate thesis, Universitas Katolik Widya Mandira.

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Abstract

This research was written by Yustina Agrifa Jelita (31122022), a student in the Development Economics Study Program, under the supervision of Supervisor 1 Dr. Marius Masri, SE., M.Si., and Supervisor 2 Mrs. Maria Imakulata Pongge, S.E., M.Ec.Dev. It discusses the fluctuation in consumer demand for refill gallon water at Depot Sonaf Maneka in Kupang City. The research aims to analyze the influence of price, household income, number of household members, product quality, and service on consumer demand for refill gallon water at Depot Sonaf Maneka in Kupang City, as well as to identify the dominant factors influencing consumer behavior in purchasing refill gallon water. The methodology used is a Quantitative Descriptive Approach, where quantitative data was obtained through questionnaires distributed to consumers at Depot Sonaf Maneka via a survey of 78 respondents from a population of 350, determined using the Slovin formula, observation, and documentation. The quantitative data analysis technique employs multiple linear regression analysis with the assistance of the SmartPLS application. Hypothesis testing was conducted through partial and simultaneous tests to determine the influence of each independent variable on consumer demand. The research results show that partially, price and service have a significant influence on consumer demand for refill gallon water at Depot Sonaf Maneka in Kupang City, whereas household income, number of household members, and product quality do not have a significant influence on consumer demand at Depot Sonaf Maneka in Kupang City. These findings indicate that although refill gallon water is a basic necessity, consumer purchasing decisions are still influenced by a combination of economic and non-economic factors, particularly product quality and the services provided. This research is expected to provide practical contributions to owners of refill drinking water businesses in formulating strategies to improve quality, service, and pricing that align with consumer characteristics. For future research, it is recommended to add other variables such as competition level, customer loyalty, and seasonal factors, as well as to expand the research location so that the results obtained are more comprehensive and generalizable

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