PENGARUH KUALITAS PRODUK, HARGA, INOVASI, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN TUPPERWARE DI SURABAYA TIMUR

Kartikasari, Tiara Puspa (2024) PENGARUH KUALITAS PRODUK, HARGA, INOVASI, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN TUPPERWARE DI SURABAYA TIMUR. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Abstract

This research is quantitative research with data collection techniques in the form of distributing questionnaires carried out via Google Form. This research looks at the decline in Tupperware's ranking in the Top Brand Award in the last 5 years. The sample in this study was 97 using a purposive sampling technique which refers to Tupperware consumers aged 18-40 years who have purchased or used Tupperware at least once. The research data obtained was processed using SPSS 25. The results of the analysis showed that all of the statement items for each variable in the questionnaire were declared valid and reliable. The results of the normality test show significant results with 0.200 or ≥ 0.05. Then the results of this study show that there is no multicollinearity relationship with a tolerance value of ≥ 0.10 and VIF ≤ 10. The results of the heteroscedasticity test also show that in this study there are no symptoms of heteroscedasticity with a level value of ≥ 0.05. The research results in multiple linear regression in this study are Y = 5,583 + 0.045X1 + 0.268X2 + 0.419X3 + 0.166X4. The magnitude of the influence of product quality, price, innovation and brand trust on Tupperware purchasing decisions in East Surabaya is 24.6%. The results of the t test in this study show that (1) product quality has no influence on purchasing decisions with tcount 0.352 ≤ ttable 1.986 and a significance value of 0.725 ≥ 0.05 (2) price influences purchasing decisions with tcount 2.116 > ttable 1.986 and significance value 0.037 < 0.05 (3) innovation influences purchasing decisions with tcount 2.821 > ttable 1.986 and significance 0.006 < 0.05 (4) brand trust has no influence on purchasing decisions with tcount 1.277 ≤ ttable 1.986 and significance 0.25 ≥ 0, 05

Item Type:	Thesis (Undergraduate)
Contributors:	Contribution Contributors NIDN/NIDK Email Thesis advisor Tresyanto, Citra Anggraini NIDN0727128801 citra.anggraini@ukdc.ac.id
Uncontrolled Keywords:	product quality, price, innovation, and brand trust
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi > Prodi Manajemen
Depositing User:	Users 273 not found.
Date Deposited:	01 Mar 2024 08:07
Last Modified:	15 Mar 2024 07:29
URI:	http://repositori.ukdc.ac.id/id/eprint/1621

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