Customer Loyalty Analysis Of Aqua Following Reports That Its Water Sources Do Not Originate From Mountains

Rizky, Day (2026) Customer Loyalty Analysis Of Aqua Following Reports That Its Water Sources Do Not Originate From Mountains. Jurnal Manajemen, 16 (2). pp. 1-7. ISSN 2541-4348

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Abstract

Main Objectives: To analyze consumer loyalty toward AQUA bottled drinking water following the emergence of reports in 2025 claiming that AQUA’s water sources do not originate from mountain springs, and to understand how this issue influences consumer perceptions and loyalty behavior. Research Methods: This study employed an interpretive qualitative approach. Data were collected through in-depth interviews, observation, and documentation. The informants consisted of six AQUA consumers and two retail sellers selected using purposive sampling. Data were analyzed using the Miles and Huberman interactive model, including data reduction, data display, and conclusion drawing. Novelty: Previous studies have predominantly used quantitative approaches to measure consumer loyalty and have mainly focused on variables such as satisfaction, brand image, and trust. This study qualitatively explores the dynamics of consumer loyalty within the context of media-related issues and the increasingly competitive bottled water industry. Results: Most consumers remained loyal to AQUA. Consumer loyalty was influenced by long-term consumption experience, habitual usage, trust in product quality, and perceptions of AQUA’s brand value. Nevertheless, some consumers expressed doubts and began considering or switching to alternative brands. Conclusion: Consumer loyalty toward AQUA is dynamic and multidimensional, encompassing behavioral, attitudinal, and cognitive aspects. Trust, consumption experience, and perceived quality are the primary factors in maintaining consumer loyalty.

Item Type:	Article
Uncontrolled Keywords:	Customer Loyalty,Media Issue, Brand Trust, Qualitative Research.
Subjects:	Economic And Business Economic And Business > Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Day Rizky
Date Deposited:	22 Jul 2026 02:47
Last Modified:	22 Jul 2026 02:47
URI:	http://eprints.umg.ac.id/id/eprint/17202

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