Faktor-Faktor yang Memengaruhi Purchase Decision Produk Tupperware di Jakarta
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui pengaruh brand image, product quality, dan customer value terhadap purchase decision produk Tupperware di Jakarta. Metode pengumpulan sampel yang digunakan adalah metode non-probability sampling dengan teknik purposive sampling. Penelitian ini menggunakan 175 responden yang merupakan konsumen yang pernah membeli atau menggunakan produk Tupperware di Jakarta. Data dikumpulkan dengan menyebarkan kuesioner melalui media sosial secara online dengan menggunakan Google Form. Teknik analisis data yang digunakan adalah PLS-SEM dengan menggunakan software SmartPLS 4. Hasil penelitian menunjukkan bahwa brand image berpengaruh positif namun tidak signifikan terhadap purchase decision produk Tupperware di Jakarta. Product quality berpengaruh positif dan signifikan terhadap purchase decision produk Tupperware di Jakarta. Customer value juga berpengaruh positif dan signifikan terhadap purchase decision produk Tupperware di Jakarta. Selain itu, brand image berpengaruh positif dan signifikan terhadap customer value produk Tupperware di Jakarta. Product quality juga berpengaruh positif dan signifikan terhadap customer value produk Tupperware di Jakarta. Dari hasil penelitian ini, disarankan perusahaan Tupperware untuk lebih memperhatikan brand image, product quality, dan customer value dengan baik agar dapat meningkatkan purchase decision produk Tupperware di Jakarta.
The purpose of this study was to determine the effect of brand image, product quality, and customer value on purchasing decisions for Tupperware products in Jakarta. The sample collection method used was non-probability sampling method with purposive sampling technique. This study used 175 respondents who are consumers who have bought or used Tupperware products in Jakarta. Data was collected by distributing questionnaires via social media online using Google Form. The data analysis technique used was PLS-SEM using SmartPLS 4 software. The results showed that brand image has a positive but insignificant effect on purchasing decisions for Tupperware products in Jakarta. Product quality has a positive and significant effect on purchasing decisions for Tupperware products in Jakarta. Customer value also has a positive and significant effect on the purchase decision of Tupperware products in Jakarta. In addition, brand image has a positive and significant effect on the customer value of Tupperware products in Jakarta. Product quality also has a positive and significant effect on the customer value of Tupperware products in Jakarta. From the results of this study, it is recommended that Tupperware companies pay more attention to brand image, product quality, and customer value to increase the purchase decision of Tupperware products in Jakarta.
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