Pengaruh Ekuitas Merek Tupperware Terhadap Keputusan Konsumen Membayar Harga Premium (studi Kasus Pada Agen Tupperware Bumi Addiva Jaya Padang)

The purpose of this research is to find out and analyze the effect of Tupperware brand equity on consumers' decision to pay a premium price on Tupperware Bumi Addiva Jaya customers. Brand equity consists of brand awareness, brand association, perceived quality, brand loyalty. The hypothesis of this study is that there is a positive and significant influence between Tuperware brand equity paying premium prices on Bumi Addiva Jaya agent customers and the most dominant variable is brand loyalty variable. The research method used is descriptive analysis and multiple linear regression analysis methods. F test results state that brand awareness, brand association, perceived quality, brand loyalty variables simultaneously have a positive and significant effect on consumers' decisions to pay premium prices for Bumi Addiva Jaya agent customers. While partially the t test shows that brand loyalty variable is a significant variable influencing the consumer's decision to pay a premium price for Bumi Addiva Jaya agent customers