Analisa Pengaruh Dimensi Kepribadian Merek pada Perilaku Konsumen Produk Rokok Kategori Mild
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 b...
| Main Authors: | , |
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| Format: | Thesis |
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[Yogyakarta] : Universitas Gadjah Mada
2013
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| _version_ | 1797033097465692160 |
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| author | , Rio Aga Pranata , Dr. Bernardinus Maria Purwanto, M.B.A. |
| author_facet | , Rio Aga Pranata , Dr. Bernardinus Maria Purwanto, M.B.A. |
| author_sort | , Rio Aga Pranata |
| collection | UGM |
| description | 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 %. |
| first_indexed | 2024-03-13T22:48:51Z |
| format | Thesis |
| id | oai:generic.eprints.org:119173 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2024-03-13T22:48:51Z |
| publishDate | 2013 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:1191732016-03-04T08:42:52Z https://repository.ugm.ac.id/119173/ Analisa Pengaruh Dimensi Kepribadian Merek pada Perilaku Konsumen Produk Rokok Kategori Mild , Rio Aga Pranata , Dr. Bernardinus Maria Purwanto, M.B.A. ETD 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 %. [Yogyakarta] : Universitas Gadjah Mada 2013 Thesis NonPeerReviewed , Rio Aga Pranata and , Dr. Bernardinus Maria Purwanto, M.B.A. (2013) Analisa Pengaruh Dimensi Kepribadian Merek pada Perilaku Konsumen Produk Rokok Kategori Mild. UNSPECIFIED thesis, UNSPECIFIED. http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=59168 |
| spellingShingle | ETD , Rio Aga Pranata , Dr. Bernardinus Maria Purwanto, M.B.A. Analisa Pengaruh Dimensi Kepribadian Merek pada Perilaku Konsumen Produk Rokok Kategori Mild |
| title | Analisa Pengaruh Dimensi Kepribadian Merek pada Perilaku Konsumen Produk Rokok Kategori Mild |
| title_full | Analisa Pengaruh Dimensi Kepribadian Merek pada Perilaku Konsumen Produk Rokok Kategori Mild |
| title_fullStr | Analisa Pengaruh Dimensi Kepribadian Merek pada Perilaku Konsumen Produk Rokok Kategori Mild |
| title_full_unstemmed | Analisa Pengaruh Dimensi Kepribadian Merek pada Perilaku Konsumen Produk Rokok Kategori Mild |
| title_short | Analisa Pengaruh Dimensi Kepribadian Merek pada Perilaku Konsumen Produk Rokok Kategori Mild |
| title_sort | analisa pengaruh dimensi kepribadian merek pada perilaku konsumen produk rokok kategori mild |
| topic | ETD |
| work_keys_str_mv | AT rioagapranata analisapengaruhdimensikepribadianmerekpadaperilakukonsumenprodukrokokkategorimild AT drbernardinusmariapurwantomba analisapengaruhdimensikepribadianmerekpadaperilakukonsumenprodukrokokkategorimild |