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.
Highlights
Along with the rapid growth of the industry in the field of household appliances, consumers increasingly realize the importance of choosing a quality and durable equipment
The validity test results show that the significant value of the correlation of each item of product knowledge variable questions is less than 0.05
It can be concluded that all statement items on the product knowledge variable are valid
Summary
Along with the rapid growth of the industry in the field of household appliances, consumers increasingly realize the importance of choosing a quality and durable equipment. That means the increasingly varied consumer's spirit encourages companies producing household appliances to compete in producing their best products so that they are in demand by consumers [2]. The competition in the business world has an impact on the emergence of similar products in the home industry, including Tupperware. According to [4], one of the leading causes is the absence of real sanctions for sellers or consumers when using fake products. This encourages companies, in addition to producing quality products, to provide product knowledge to consumers, especially on products that have a direct sales base such as Tupperware plastic materials used in various household appliances [5]
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