PENGARUH INOVASI PRODUK, KUALITAS PRODUK, HARGA, BRAND IMAGE, DAN LOYALITAS PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK TUPPERWARE DI JEMBER

IRNA, MELANI PUTRI PENGARUH INOVASI PRODUK, KUALITAS PRODUK, HARGA, BRAND IMAGE, DAN LOYALITAS PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK TUPPERWARE DI JEMBER. Faktor Penentu Keputusan Pembelian Produk Tupperware di Tengah Isu Kebangkrutan. pp. 1-4.

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Abstract

ABSTRACT This study aims to analyze “The Effect of Product Innovation, Product Quality, Price, Brand Image, and Customer Loyalty on Tupperware Purchasing Decisions in Jember”. Research data were obtained through distributing questionnaires online and offline on the object of research with purposive sampling techniques. This type of research uses quantitative methods. The sample of this study was 60 respondents. Data analysis used uses Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Test, Determination Coefficient Test (R2), Partial Test (t-test) and Simultaneous Test (F-test) using a data processing program, namely SPSS version 20. The results in this study from the results of the Partial Test (t test) show that the Product Innovation variable (X1) partially has no effect on Purchasing Decisions (Y), the Product Quality variable (X2) partially has no effect on Purchasing Decisions (Y), the Price variable (X3) partially has no effect on Purchasing Decisions (Y), the Brand Image variable (X4) partially has no effect on Purchasing Decisions (Y), and the Customer Loyalty variable (X5) partially has no effect on Purchasing Decisions (Y). From the results of the Simultaneous Test (F Test) all independent variables (Product Innovation, Product Quality, Price, Brand Image, and Customer Loyalty) simultaneously affect Purchasing Decisions (Y). Keywords: Product Innovation, Product Quality, Price, Brand Image, Customer Loyalty, Purchasing Decisions

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	MANAJEMEN-S1
Depositing User:	KARIM BUDIONO
Date Deposited:	19 Jan 2026 04:46
Last Modified:	19 Jan 2026 04:46
URI:	http://repo.itsm.ac.id/id/eprint/1626

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