THE EFFECT OF BRAND IMAGE AND PRODUCT QUALITY ON PURCHASING DECISIONS TUPPERWARE IN THE CITY OF PADANG WITH THE CONFIDENCE BRAND AS AN INTERVENING VARIABLE

Abstract

This study examines the effect of brand image and product quality on purchasing decisions tupperware in the city of Padang with confidence in the brand as an intervening variable. Respondents of this research is that consumers who buy or use Tupperware in Padang with amount of samples 80 respondents, sampling technique was purposive sampling method. Data were collected through questionnaires given directly to respondents. The method of was descriptive analysis, multiple linear regression, simple linear regression and hierarchical regression analysis. Results of the research of hypothesis testing found that the brand image and quality product significant influence on purchasing decisions. Brand image and product quality has a significantly influence on brand trust. The confidencial of the brand has significantly influence on the purchasing decisions. Brand trusted has a significantly influence as an intervening variable between brand image and purchasing decisions and significantly affects brand trust as an intervening variable between product quality and purchasing decisions.
Keywords: Brand Image, Product Quality, Purchasing Decision, Brand Trust