PENGARUH KUALITAS PRODUK TERHADAP MINAT KONSUMEN DALAM MEMBELI PRODUK TUPPERWARE PADA PERUMAHAN GRIYA TIKA UTAMA PEKANBARU

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This research aimed to find out the effect of performance, durability, features of
product, comformance to specification and reability toward consumer’s interest in buying
Tupperware at Griya Tika Utama Housing in Pekanbaru. The population of this research
was less than 100 so that there were 74 respondences used as the sample of this research.
Technique of analyzing data used here was multiple linear regression. In the study the
researcher used a partial hypothesis test (t test) and test hypotheses simultaneously (F test).
Based on the results of data analysis, it was shown that models of multiple linear
regression equation: Y = 1.885 - 0,199X1 + 0,222X2 + 0,232X3 + 0,174X5 + 0,156X4.
From the results of the t test only partially variable of Performance, Durability, Features
that significantly influenced consumers' interest in buying Tupperware products at Griya
Tika Utama in Pekanbaru. Variable of Conformance to specification and Reliability did
not significantly influenced consumers' interest in buying Tupperware products at Griya
Tika Utama in Pekanbaru. From the test results of the analysis of the determination
coefficient, it was known that the coefficient of determination 0.362 or 36.2% of the
variation of independent variables (Performance, Durability Features, Conformance to
specification, and Reliability) toward the dependent variable (Consumer Interests in
buying the product). While the remaining as 63.8% was explained by other variables
which were not included in this study.
Kata Kunci : Product Quality, Consumer’s Interest


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Referensi


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DOI: https://doi.org/10.31869/me.v3i5.201

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