Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Minat Beli Produk Tupperware (Studi Pada Konsumen Mahasiswa UMS)

Competitive competition is faced by all parties, especially companies as producers. Companies must be observant in determining marketing strategies to become consumers' choices. This study aims to determine and explain the effect of brand image, product quality and price on buying interest in Tupperware products (Study on Consumers of UMS students). Data collection techniques used in this study were interviews and distributing questionnaires to consumers of Tupperware UMS students. Data analysis techniques in this study include several data preparation, validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression hypothesis testing, f test, t test and determination test. The results of the study are brand image, product quality and price together or have a significant effect on buying interest. Partial test results brand image brand image has a significant effect on buying interest, product quality has a significant effect on buying interest and price has a significant effect on buying interest. The buying interest variable can be explained by the brand image, product quality and price variables which are influenced by other variables