Sebagai salah satu produsen pioduk konsutieu, Aqua menghajapi pewiikgan industri air minum dalam kemasan (AMDK) yang semakin tajam. Sebagian besar produk air minum dalam kemasan hanya memiliki perbedaan attribut yang sangat sedikit dan konsumen sangat mudah berpindah merk. Namun, Aqua masih memiliki pelanggan loyal yang mengkonsumsi Aqua sebagai salah satu kebiasaan. Dalam kondisi efsaingan yang semakin tajam, mempelajari perilaku konsutnen dapat memberikan suatu landasan dalam pembentukan strategi dan peningkatan potensi pembelian produk. Model Triandis diterapkan dalam penelitiq ini sebagai sebuah pendekatan untuk memahami perilaku konsumen terhadap p d u k Aqua. Tujuan dari penelitian inj adalah mempelajari hubungan antara factor sosial, affect (perasaan), kebiasaan, konsekwensi yang dirasakan dan fasilitas pendukung terhadap perilaku korisumen dalam memilih produk Aqua Selaiii itu penelitian ini dilakukan unt@ mengidentifikasi factor yang paling berpengaruh dalam perilaku konsumen Model Triandis mengajukan kebiasaan, perasaan, konsekwensi yang dirasakan, factor sosial, niat beli dan kondisi yang dirasakan sebagai fkctor-faktor yang dapat mempengaruhi perilaku beli. Penelitian dilakukan dengan design non-probability purposive sampling, dengan cakupan area Jogjakarta dan ditujukan kepada konsumen air minum dalam kemasan yang telah memiliki pengalaman menggunakan produk Aqua selama minimal 3 bulan. Vatiabel dalam model triandis diukur menggunakan skala Likert. Hypothesis di uji dengan program AMOS untuk mempelajari hubungan antar variable. Berdasarkan hasil uji statistik, seluruh varia5le menunjukkan hubungm positif dan niat beli (intention) menunjukkan efek yang paling kuat terhadap perilaku. Pemasar harus mencermati fenomena ini dalam menstimulasi timbulnya niat beli melalu program pemasaran. Berdasarkan data responden, konsumen Aqua dapa dibedakan menjadi 2 tipe. Pertama adalah kopsumen yang loyal terhadap produk Aqua dan mengkonsumsi Aqua secara rutin. Kedua adalah konsumen yang menggunakan Aqua pada saat-saat tertentu saja berdasarkan situasi yang dihadapi. Untuk melayani kedua segmen tersebut Aqua hams menggunakan strategi pcmasaran yang berbeda

As a consumer goods product, Aqua should compete with numerous brand of bottled water product in Indonesia. Most of the packaged water product only has slightly difference attributes between brands and consumers are easily switch their brand preference based on trial or price. However, Aqua still has loyal customer who purchase Aqua in habitual basis. In intensified market competition, studying about consumer could provide clues for creating marketing strategy and increase the chance that consumer would buy Aqua product. Triandis Model is employed in this study as dn approach to analysing consumer behavior toward Aqua product. The aim of this research is to study the relationship between social factors, affect, habits, perceived consequences and facilitating conditions with consumer choice of Aqua product. Additional objeccive of this research is to identify the most important factor among Triandis Model’ factors that influence behavior. The Triandis model proposes that habits, affect, perceived consequences, social factors, intention and facilitating condition will influence behavior of purchase. The study will apply non-probability purposive sampling design. The study is conducted in Jogjakarta and the main subject is consumer of packaged drinking water product who already has experience in consuming Aqua product for at least 3 months. Variables in Triandis model are measured using Likert scale. To test the research hypothesis AMOS is used to measure relationship between variables from this complex model. Based on the series of statistical test, the research finding has showed that affect, intention, facilitating condition has positive effect toward behavior. In addition, behavior has significant effect toward habits and habits also influence affect However, two kctors of the model that is social factor and perceived consequences have no significant effect toward intention. The entire variables have demonstrated positive relationship, but intention influenae toward behavior has the strongest effect. Therefore, the marketer should take notice on activate consumer intention through marketing program. Based on the respondents’ data, there are two visible market segments. First is loyal customer and Gerve multiple segments, which already purchase and consume Aqua product in daily basis. Second is occasional customer, who could easily switch their choice, depend on product availability or price consideration. In order to serve both segments, Aqua should create different strategies for each segment.

Kata Kunci : Perilaku Konsumen,Pembelian Produk,Aqua, consttnter behavior, Triandis tn gdel, Aqua