THE ANALYSIS OF FACTORS INFLUENCING BUYING INTEREST OF TUPPERWARE PRODUCT (CASE OF PT. DINDA BERKAH BESTARI, BANDA ACEH)

Abstract

Buying interest is a statement that consumer purchase a number of plans reflecting the product with certain brands. Knowledge of interest to buy badly needed the marketers to know the interests of consumers in the future. Buying interest consumer attitudes formed from the consumer confidence of the product and product quality. The lower consumer confidence will be a product can cause decrease in consumer buying interest. The purpose of this research is to analyze the analysis of factors which is consist of quality, price, service, and psychological influencing buying interest of Tupperware product (case of PT. Dinda Berkah Bestari, Banda Aceh). To know are those four variables have significant influence on buying interest. This research was design using quantitative research, the questionnaire was design and validate, then spread to 100 consumers at PT. Dinda Berkah Bestari in Banda Aceh. The data analyze and processed using multiple regression method. The result of this research shows that all variables that were researched has significant influence to the improvement of buying interest of Tupperware product, where Fcount > Ftable at significant level α = 5%. Meanwhile, partially Service has more significant influencing buying interest of Tupperware product. From the research findings, it is suggested for the company to increase service to increase buying decision of Tupperware product. For improvement in future research, it is suggested to make long research period to obtain more result that is comprehensive. The future research also can use other factors which affect buying interest, with different respondents and methodology.