PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK TUPPERWARE DI TOKO SAKINAH JAMBANGAN SURABAYA
Abstract
Tujuan dari penelitian ini adalah mengetahui 1) pengaruh kualitas produk terhadap keputusan pembelian, 2) pengaruh citra merek terhadap keputusan pembelian, 3) pengaruh kualitas produk dan citra merek terhadap keputusan pembelian produk Tupperware. Jenis penelitian ini menggunakan penelitian deskriftif dan menggunakan pendekatan kuantitatif. Responden penelitian adalah konsumen produk Tupperware sebanyak 97 responden. Hasil penelitian 1) variabel kualitas produk berpengaruh signifikan terhadap keputusan pembelian, 2) variabel citra merek berpengaruh signifikan terhadap keputusan pembelian, 3) variabel kualitas produk dan variabel citra merek berpengaruh signifikan terhadap keputusan pembelian produk Tupperware.
Kata Kunci : Kualitas Produk, Citra Merek, Keputusan Pembelian
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