The Influence of Promotion, Product Quality, and Online Customer Reviews on Purchase Decisions of AQUA Products Through Brand Image as a Mediating Variable Among Students of University of Nottingham Ningbo China

DOI

10.2991/978-94-6239-670-8_16How to use a DOI?

Keywords

Promotion; Product Quality; Online Customer Review; Brand Image; Purchase Decision; AQUA

Abstract

This study aims to analyze the influence of promotion, product quality, and online customer reviews on the purchase decisions of AQUA bottled water products, with brand image serving as a mediating variable among students of the University of Nottingham Ningbo China (UNNC). The research background highlights AQUA’s dominant position in Indonesia’s bottled drinking water (AMDK) market and the need to understand key marketing factors that affect consumer decisions, particularly among young consumers with entrepreneurial characteristics. Using a quantitative approach and survey method, questionnaires were distributed to 748 respondents, and data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that promotion, product quality, and online customer reviews have a significant positive effect on brand image, which subsequently influences purchase decisions. Moreover, brand image acts as a strong mediating variable, bridging the effects of the three independent variables on purchase decisions. These results provide valuable insights for marketing strategy development and brand management within the bottled water industry, while also contributing to the academic literature on marketing management.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License (http://creativecommons.org/licenses/by-nc-nd/4.0/), which permits any noncommercial use, sharing, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if you modified the licensed material. You do not have permission under this license to share adapted material derived from this chapter or parts of it.

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TY  - CONF
AU  - Yang Jia Shan
AU  - Hetty Karunia Tunjungsari
AU  - Septihani Michella Wijaya
AU  - Vincent Samuel Surya
PY  - 2026
DA  - 2026/05/13
TI  - The Influence of Promotion, Product Quality, and Online Customer Reviews on Purchase Decisions of AQUA Products Through Brand Image as a Mediating Variable Among Students of University of Nottingham Ningbo China
BT  - Proceedings of the fourteenth International Conference on Entrepreneurship and Business Management 2025 (ICEBM 2025)
PB  - Atlantis Press
SP  - 193
EP  - 203
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-670-8_16
DO  - 10.2991/978-94-6239-670-8_16
ID  - Shan2026
ER  -