The Impact of Product Knowledge and Product Involvement to Repurchase Intention for Tupperware Products among Housewives in Surabaya, Indonesia

Abstract

The number of consumers can be used as a measuring tool in determining the company's sales success. Repurchase intention reflects the needs of consumers in repeat purchasing patterns. Factors that can increase repurchase intention are knowledge of products and consumer involvement with products. Product knowledge can increase repurchase intention because with the information about the quality of the product can trigger repeat purchases. Also, product involvement can increase repurchase intention because the consumers can evaluate the products directly and decide to purchase another product that has met their needs This study aims to measure the effect of product knowledge on repurchase intention and the effect of product involvement on repurchase intention on Tupperware products for Surabaya market. The research is using a quantitative approach, and take a sample from housewives who reside in Surabaya. Data are collected through questionnaires distributed to 150 people. Only 102 questionnaires are valid. Then, the data are processed using SPSS. The results show that product knowledge affects repurchase intention and product involvement significantly affects repurchase intention in Tupperware products among housewives in Surabaya, Indonesia.

Analisis Tingkat Pengetahuan Konsumen dan Label Halal terhadap Kepuasan Konsumen melalui Keputusan Pembelian

“…Menurut (Nugraha et al, 2022) label halal menjadi perhatian bagi masyarakat nonmuslim Taiwan dalam melakukan niat pembelian. Sementara itu menurutnya (Elsya & Indriyani, 2020) pengetahuan produk merupakan persepsi pengetahuan yang dimiliki oleh konsumen terhadap suatu produk tertentu termasuk pengalaman konsumen dalam menggunakan tersebut sebelumnya.…”

Effect of Content Review and Promotion on Buying Interest With Product Involvement as an Intervening

“…Product Involvement can be described as the perception held by consumers about the importance of product categories based on consumer needs, values, and interests (Elsya & Indriyani, 2020). According to Lin & Chen (2006), product involvement influences product information seeking and significant purchasing decisions.…”

Pengaruh Pengetahuan Produk, Keterlibatan Produk, Dan E-Wom Terhadap Niat Pembelian Produk Max Factor Pada Mahasiswi Fakultas Ekonomi Dan Bisnis Universitas Tarumanagara Melalui Website Sociolla Di Jakarta

“…Menurut Rachmawati, Suliyanto & Suroso (2020) pengetahuan produk adalah " the level of experience and familiarity a person has with a product". Elsya & Indriyani (2020,) berpendapat pengetahuan produk adalah " the perception of knowledge possessed by consumers of a particular product, including the experience of consumers in using previous products. Selain itu Nurhayati & Hendar (2019) menyatakan pengetahuan produk adalah, " a collection of various kinds of information that consumers have about the product, which includes product categories, brands, product terminology, product attributes or features, product prices and product trust".…”