PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN PERSEPSI HARGA TERHADAP MINAT BELI PRODUK TUPPERWARE DI SURABAYA

Abstract

This research aimed to find out the effect of product quality, brand image, and price perception on the purchasing interest of Tupperware in Surabaya. The research was causal-comparative with a quantitative approach. Moreover, the data were primary. The population was Surabaya citizens with a minimum age of 20 years and had not ever bought Tupperware, but know and ever used the product. Furthermore, the data collection technique used a combination of non-probability sampling, i.e. purposive sampling and snowball sampling. In line with that, there were 97 respondents. The data analysis technique used multiple linear regression with SPSS (Statistical Program for Social Science) 25 version. The result concluded that product quality had a positive and significant effect on the purchasing interest of Tupperware in Surabaya. On the other hand, brand image had a positive but insignificant effect on the purchasing interest of Tupperware in Surabaya. In contrast, price perception had a positive and significant effect on the purchasing interest of Tupperware in Surabaya.