The findings are relevant as consumer behavior in urban areas continues to change. Consumers are increasingly looking beyond price and product availability and paying attention to environmental sustainability, halal status, safety, and product quality. For bottled drinking water, these considerations are particularly important because the industry is closely associated with the widespread use of single-use plastic packaging.
At the same time, product quality remains a fundamental consideration. Consumers expect bottled drinking water to be safe, hygienic, pleasant in taste, and packaged to a high standard. When product quality fails to meet expectations, marketing strategies alone may not be sufficient to encourage consumers to make a purchase.
Survey of Oasis Consumers in Jakarta
Ajie and Febrina used a quantitative survey approach to examine consumer behavior. The respondents were consumers in Jakarta who had purchased and consumed Oasis bottled drinking water. Because the exact size of the consumer population was unknown, the researchers used purposive sampling based on specific respondent criteria.
A total of 173 respondents participated in the study. Data were collected through an online questionnaire using a four-point Likert scale, ranging from strongly disagree to strongly agree.
The researchers examined three main factors: green marketing, halal awareness, and product quality, with purchasing decisions as the outcome variable.
The study used statistical analysis to assess the relationships between the three factors and purchasing decisions. The analysis included validity and reliability testing, classical assumption testing, multiple linear regression, and hypothesis testing.
The respondent profile was dominated by younger consumers. Sixty-two percent were aged 20–25, followed by 22 percent aged 26–30, 10 percent below 20, and 6 percent above 30. Women accounted for 59 percent of respondents, while men accounted for 41 percent.
In terms of education, the largest group consisted of D4/S1 graduates at 53 percent. Meanwhile, 54 percent of respondents were employed and 43 percent were students.
Product Quality Has the Strongest Influence
The results revealed different levels of influence among the three factors examined.
First, green marketing had a positive and significant effect on purchasing decisions. The path coefficient was 0.338, with a t-statistic of 3.304 and a p-value of 0.001. This means that stronger consumer perceptions of environmentally oriented marketing were associated with stronger purchasing decisions for Oasis bottled water.
Second, halal awareness did not have a significant effect on purchasing decisions. Its coefficient was only 0.011, with a t-statistic of 0.104 and a p-value of 0.917. The result indicates that halal awareness was not a statistically significant determinant of consumers’ decisions to purchase Oasis in this study.
Third, product quality had a positive and significant effect and was the strongest factor in the model. Its coefficient reached 0.493, with a t-statistic of 4.987 and a p-value of 0.000. The coefficient was substantially higher than the 0.338 recorded for green marketing.
Together, green marketing, halal awareness, and product quality explained 59.7 percent of the variation in purchasing decisions. The remaining 40.3 percent was associated with other factors outside the research model.
Implications for Bottled Water Marketing
For Oasis, the findings provide a clear strategic message: product quality should remain a top priority. The researchers recommend that companies continue improving product quality because it was the most influential factor affecting consumer purchasing decisions.
Product quality can involve factors that consumers directly experience, including safety, taste, cleanliness, water clarity, and packaging quality. In a highly competitive bottled water market, consistently meeting consumer expectations can help strengthen trust and encourage purchasing decisions.
At the same time, green marketing remains an important opportunity. Companies can strengthen communication about environmentally friendly packaging, production processes, and sustainability commitments. Such strategies may appeal to consumers who are increasingly concerned about the environmental impact of the products they purchase.
Although halal awareness was not statistically significant in this study, the researchers do not suggest ignoring halal considerations. Clear halal certification and consumer education can still help maintain trust, particularly in the Indonesian market.
Study Findings Are Limited to the Jakarta Context
The researchers also identified several limitations. The study was conducted only in Jakarta, meaning its findings cannot automatically be generalized to consumers in other Indonesian regions.
In addition, the research model included only three independent variables: green marketing, halal awareness, and product quality. Other factors that may influence purchasing decisions were not examined.
Future research could include variables such as price, promotion, brand image, and lifestyle. Researchers could also expand the geographical coverage and use mixed-method approaches to obtain deeper insights into consumer purchasing behavior.
Author Profiles
The source article provided for this report does not specify the authors’ academic degrees or detailed fields of expertise, so those details are not added to avoid unsupported information.
Research Source
Overall, the study shows that product quality and green marketing are more influential than halal awareness in shaping Oasis bottled water purchasing decisions among consumers in Jakarta. Product quality emerged as the strongest factor, suggesting that maintaining product standards while strengthening environmentally oriented marketing may provide a more effective strategy for attracting consumers.
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