The research is particularly relevant as Indonesia's bottled drinking water industry becomes increasingly competitive. Consumers today are exposed to dozens of bottled water brands, each competing through advertising, distribution, and product claims. At the same time, public awareness of health and product safety has increased significantly, especially in the years following the COVID-19 pandemic.
As a result, consumers are no longer selecting bottled water solely based on price or convenience. They are also considering product purity, safety standards, health benefits, and the credibility of the companies behind the products.
The researchers focused on AquaViva, a bottled water brand marketed in Surabaya, East Java. According to the authors, modern consumers are becoming more critical and selective. A widely advertised product may attract attention, but visibility alone is often insufficient to secure a purchase if consumers remain uncertain about quality or safety.
To understand purchasing behavior, the research team surveyed 165 consumers in Surabaya who had purchased or consumed AquaViva products. Participants completed questionnaires designed to evaluate five major factors: health consciousness, product quality perception, brand visibility, brand trust, and purchase decisions.
The collected data were then analyzed to determine how these factors interact and influence actual consumer purchasing behavior.
The results revealed that all variables examined had positive and significant effects on purchase decisions. However, brand trust consistently emerged as the strongest determinant of whether consumers ultimately decided to buy AquaViva products.
Several important findings stood out:
- Health consciousness significantly increases brand trust. Consumers who are highly concerned about personal health tend to trust brands they perceive as safe, pure, and supportive of healthy lifestyles.
- Perceived product quality is a major driver of brand trust. Consumers who believe that a product offers high quality in terms of taste, purity, packaging, and compliance with safety standards are more likely to trust the brand.
- Brand visibility positively influences trust and purchasing decisions. Frequent exposure through advertising and broad retail availability helps consumers become familiar with the brand.
- Brand trust exerts the strongest direct influence on purchase decisions. Consumers are far more likely to purchase products they consider reliable and safe.
- The research model explained approximately 59.9 percent of the variation in consumer purchase decisions, indicating that these factors play a substantial role in shaping market behavior.
The study also demonstrated that brand trust acts as a crucial mediating factor linking health consciousness, perceived quality, and brand visibility with actual purchasing behavior.
For example, health-conscious consumers do not automatically purchase a product simply because it is marketed as healthy. They first need to believe that the brand genuinely fulfills its health promises. Similarly, consumers may acknowledge a product's high quality, but purchasing decisions occur only after that quality translates into confidence and trust.
Among the three influencing factors, product quality perception showed the strongest effect on brand trust. This finding suggests that maintaining consistently high product quality remains more important than relying solely on promotional campaigns.
The researchers noted that while brand visibility helps create familiarity, excessive advertising without corresponding product credibility may not be effective. In saturated markets, consumers increasingly seek evidence of reliability rather than repeated promotional messages.
According to Kusumo, Arif, I Made Suparta, and Ujianto, trust functions as a psychological bridge that converts positive consumer perceptions into actual purchasing commitments.
The authors concluded that in the bottled drinking water market, "Brand Trust acts as the primary axis determining the successful conversion of consumer perception into actual purchasing behavior." They further emphasized that health values and product quality alone may remain merely appreciated attributes unless consumers genuinely trust the brand behind them.
The study carries important implications for businesses operating in Indonesia's food and beverage sector.
Rather than concentrating exclusively on traditional advertising strategies, companies may benefit from investing in product quality assurance, transparent communication, and community-based marketing initiatives. The researchers recommend shifting visibility strategies away from repetitive "advertising bombardment" toward more targeted approaches that reinforce brand credibility.
For instance, bottled water companies could strengthen their presence in locations closely associated with healthy lifestyles, such as fitness centers, pharmacies, healthcare facilities, and wellness events. Such positioning may increase the perception that the brand is a credible health solution rather than simply another heavily promoted consumer product.
The findings also highlight the importance of maintaining compliance with safety and quality standards, including regulatory certifications, as these serve as visible signals of trustworthiness.
As consumer awareness continues to evolve, companies that successfully combine product quality, health value, and brand credibility are likely to gain a competitive advantage in Indonesia's increasingly crowded bottled water industry.
Author Profiles
Kusumo is a researcher specializing in marketing management, consumer behavior, brand trust, and purchasing decisions.
Arif is an academic and researcher focusing on marketing strategy, consumer behavior, and brand development.
Dr. I Made Suparta, S.E., M.M. is an academic affiliated with Universitas 17 Agustus 1945 Surabaya. His areas of expertise include strategic management, marketing, and organizational behavior.
Ujianto is a researcher whose work focuses on marketing management, consumer behavior, and business development strategies.
Source
Article Title: The Influence of Health Consciousness, Product Quality Perception, and Brand Visibility on Brand Trust and Its Impact on Purchase Decisions of AquaViva Products in Surabaya
Journal: Formosa Journal of Business and Economic Statistics (FJBES)
Year: 2026
Authors: Kusumo, Arif, I Made Suparta, and Ujianto
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