Published date: Jan 03 2024

Journal Title: KnE Social Sciences

Issue title: 3rd International Conference on Humanities Education, Law and Social Sciences (3rd ICHELSS)

Pages: 48–58

DOI: 10.18502/kss.v9i2.14833

Muhammad Syukurm.syukur@unm.ac.idUniversitas Negeri Makassar, Indonesia

Yusi Irensi SeppaUniversitas Negeri Makassar, Indonesia

Ibrahim ArifinUniversitas Negeri Makassar, Indonesia

Nizar Amalia Amanhy DamayantiUniversitas Negeri Makassar, Indonesia

Putri Zahwa Biantika BalqisUniversitas Negeri Makassar, Indonesia

This study aims to identify the impact of consumer perception on the buying decision process of environmenta-friendly Tupperware products in Makassar City. The research type is descriptive qualitative research to explain facts in the field. The data collection techniques include observations, interviews, and documentation. The data are analyzed in three steps. The first step is data reduction focusing on the selection, simplification, abstraction, and transformation of raw data from the field records. The second stage is data presentation by compiling information into statements that allow conclusion drawing. The third stage is conclusion drawing based on data reduction and presentation. The research results indicate that consumer perception has a positive impact on the buying decision process of environment-friendly Tupperware products in Makassar City. This can be seen from the selective perception process, which is a part of consumer perception that consists of exposure, attention, comprehension, and retention steps, suggesting that most informants follow these steps in the buying decision process of the desired Tupperware products.

Keywords: perception, consumer, buying decision

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