| Summary: | Title of this thesis is An Analysis of the effect brand personality on
consumer behavior (case study on mild cigarette product). The aim of this
research is to test the influence of brand personality dimension (charming,
reliable, classic, elegant, creative, attractive and enthusiastm) on consumer
behavior (brand attitude and brand commitment)
This research use statistical and descriptive method. Statistical reseach
using questionnare instrument and computer program SPSS 18.0. The sample in
this study use purposive sampling technique. Respondent criteria are male, active
smoker and has been smoking both Sampoerna Mild and Surya Pro Mild.
Data analysis use compare mean and t test analysis to define the
differences between Sampoerna Mild and Surya Pro Mild brand personality.
Multiple regression analysis use to test the impact brand personality on brand
attitude and the impact brand personality to brand commitment.
The analysis found that there is no significant difference between
Sampoerna Mild brand personality and Surya Pro Mild brand personality. But in
a few attributes Sampoerna mild brand personality are higher than Surya Pro Mild
brand personality and the otherwise.
On the analysis of brand personality on brand attitude the results found regresion equation Y1 = 0,325X1ï� ï�« 0,052X2ï� ï�« 0,177X3ï� ï�« 0,014X4ï� ï�« 0,083X5 ï� ï�« 0,159X6ï� ï�« 0,119X7
This result indicating on brand attitude the impact of charming (x1) 0,325 %,
reliable (x2) 0,502 %, classic (x3) 0,1777 %, elegant (x4) 0,014 %, creative (x5)
0,083 %, attractive (x6) 0,159 % and enthusiastm (x7) 0,119 %.
On the analysis of brand personality on brand commitment the results found regresion equation Y1 = 0,178X1ï� ï�« 0,031X2ï� ï�« 0,003X3ï� ï�« 0,080X4ï� ï�« -0,035X5 ï� ï�« 0,091X6ï� ï�« 0,407X7
This result indicating on brand attitude the impact of charming (x1) 0,178 %,
reliable (x2) 0,031 %, classic (x3) 0,003 %, elegant (x4) 0,080 %, creative (x5)
0,035 %, attractive (x6) 0,091 % and enthusiastm (x7) 0,407 %.
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