CONSUMERS’ PERCEPTION AND CONSUMERS’ ATTITUDE TOWARDS SAMPOERNA A’MILD AS PIONEER BRAND AND STAR
MILD AS FOLLOWER BRAND IN WEST JAKARTA
Written By: ABDUL HAFIDH STUDENT ID : 604081000001
FACULTY OF ECONOMICS AND SOCIAL SCIENCES
UIN SYARIF HIDAYATULLAH JAKARTA
CONSUMERS’ PERCEPTION AND CONSUMERS’ ATTITUDE TOWARDS SAMPOERNA A’MILD AS PIONEER BRAND AND STAR
MILD AS FOLLOWER BRAND IN WEST JAKARTA
Thesis
Submitted to Faculty of Economics and Social Sciences
As Partial Requirement for Acquiring the Bachelor Degree of Economics
Submitted by:
Abdul Hafidh 604081000001
Under Supervision of
INTERNATIONAL CLASS PROGRAM MANAGEMENT DEPARTMENT
FACULTY OF ECONOMICS AND SOCIAL SCIENCES UIN SYARIF HIDAYATULLAH
CONSUMERS’ PERCEPTION AND CONSUMERS’ ATTITUDE TOWARDS SAMPOERNA A’MILD AS PIONEER BRAND AND STAR
MILD AS FOLLOWER BRAND IN WEST JAKARTA
Thesis
Submitted to Faculty of Economics and Social Sciences
As Partial Requirement for Acquiring the Bachelor Degree of Economics
Submitted by:
Abdul Hafidh 604081000001 Under Supervision of
INTERNATIONAL CLASS PROGRAM MANAGEMENT DEPARTMENT
FACULTY OF ECONOMICS AND SOCIAL SCIENCES UIN SYARIF HIDAYATULLAH
Today, we administered a comprehensive examination to Abdul Hafidh, ID 604081000001. The title of his thesis is “Consumers’ Perception and Consumers’ Attitude Towards Sampoerna A’Mild as Pioneer Brand and Star Mild as Follower Brand in West Jakarta”. After proper examination of the student, we have decided that he has met all of the requirements for the title of Bachelor of Economics on the field of Management, State Islamic University Syarif Hidayatullah Jakarta
Jakarta, March 3rd, 2010
Comprehensive Examination Team
AUTOBIOGRAPHY Name : Abdul Hafidh
Birth Place / Day : Jakarta / October 9th 1986 Gender : Male
Address : Jl. Nanas No.1 RT 011/RW 002 Kelurahan Jatipulo Kecamatan Palmerah Kota Administrasi Jakarta Barat 11430
Religion : Islam Nationality : Indonesia
Hometown : Bima, West Nusa Tenggara
Hobbies : Reading, playing badminton, playing computer, and watching cinemas
SD Negeri Cideng 10 Cilamaya Jakarta SLTP Negeri 1 Jakarta
Islamic Education at Al Azhar Jakarta English Course “Basic Levels” at LB-LIA Jakarta
English Course until Intermediate 3 “Intermediate Levels” at LB-LIA Jakarta English Course “English Supporting Program” at Syarif Hidayatullah State Islamic University of Jakarta
Organizational Experiences
: 2006 – Current Remaja Muslim Muhammadiyah Tomang
ABSTRAKSI
Dewasa ini persaingan dalam pemasaran produk dan jasa didalam negeri menjadi sangat ketat. Perusahaan produsen mengeluarkan dana yang sangat besar untuk membiayai promosi dan mendanai riset dan pengembangan produknya. Semua hal ini dilakukan untuk menambah pangsa pasar menjadi market leader dalam penjualan produksinya. Perusahaan-perusahaan yang merintis atau yang pertama dalam memasarkan suatu jenis produk harus terus berusaha untuk mempertahankan posisinya diatas pesaingnya. Hal ini tidaklah mudah karena, karena pesaing juga berusaha keras untuk merebut posisi sebagai market leader.
Sampoerna A’Mild merupakan salah satu jenis merek perintis. Sampoerna A’Mild merupakan merek pertama untuk jenis produk rokok rendah tar dan nikotin. Beberapa merek pengikut adalah Star Mild, LA Mild, X Mild, dll. Jika kita dapat mengetahui sikap dan tanggapan konsumen serta apakah kedua variabel ini berpengaruh terhadap isu merek perintis dan pengikut, maka kita dapat membantu produsen Sampoerna A’Mild untuk meningkatkan atau mempertahankan posisinya sebagai market leader dan Star Mild untuk meningkatkan daya saingnya di pangsa pasar dengan jenis rokok rendah tar dan nikotin.
Dalam penelitian ini metode yang digunakan adalah multiple regression dan 100 sampel dari kalangan minimal pendidikan SMU se-Jakarta Barat, maka hasil yang didapat adalah bahwa konsumen memiliki persepsi positif dan sikap positif terhadap Sampoerna A’Mild sebagai rokok perintis dan Star Mild sebagai rokok pengikut.
Berdasarkan uraian diatas, sebaiknya Philip Morris & Co., Ltd., Inc. selaku produsen rokok Sampoerna A’Mild tetap mempertahankan posisinya sebagai market leader dengan tetap memberikan promosi yang gencar dan terus memberikan atau menyediakan informasi tentang produknya tersebut dan Bentoel Group selaku produsen rokok Star Mild untuk terus memasarkan produknya melalui televisi, majalah dan koran agar mutu, manfaat dan rasa dari rokok Star Mild dapat diterima konsumen.
ABSTRACT
Nowadays, the competition in the marketing of product and services in the Indonesia’s domestic market is very tight. The producer's company spent a huge amount of fund to finance the promotion, and Research and Development of its products and services. All of this is done to achieve a greater market share and to be a market leader. The companies that were actually pioneered in the marketing of certain kind of products always trying to position themselves above all of their competitors. This is not an easy task, because their competitors will also try hard to seize the position of market leader.
Sampoerna A'Mild is the pioneer brand of cigarette with low tar and low nicotine. Several follower brands including Star Mild, La Mild, Bentoel Mild, X Mild, etc. If we discovered the consumer’s perception and attitudes towards Sampoerna A'Mild, then we could help the producer of Sampoerna A'Mild to increase or maintain his position in the market, the same thing was also happen for the producer of follower brands.
In this research, the method conducted is multiple regression and 100 Inc. as producer of Sampoerna A’Mild to maintain the position of market leader by keep promoting and keep provide information about the product, and also for Bentoel Group as producer of Star Mild to do a more intense marketing through television, magazines, and newspapers to deliver their quality, benefit and good taste to the consumers.
Keyword: consumers’ perception, consumers’ attitude, pioneer brand, follower
PREFACE
Bismillaahirrahmaanirrahiim.
Assalamu’alaikum Warahmatullaahi Wabarakaatuh.
Alhamdulillahirabbil ‘alamin, all praised be to Allah, God of universe, the Almighty on everything, that the writer have given the strength to complete this thesis with the title: “Consumers’ Perception and Consumers’ Attitude Towards Sampoerna A’Mild as Pioneer Brand and Star Mild as Follower Brand in West Jakarta", all that is because of Allah’s permission. Shalawat as well as greetings it is hoped will continue to fall to the Prophet Muhammad SAW, Allah’s personal choice human kind who is uswah for all of us.
In this chance, the writer would like to thank and appreciate the following parties that have supported, motivated, and help the writer, especially to:
1. My beloved parents, Aji H. Djafar Sidik, S.H. and Umi Hj. Ragoan, for all the love, pray, tears of happiness and sadness, trust and encouragement so that I can finish this thesis. I sincerely love you both from my deepest heart.
2. My cool and awesome lil’ bro, Faisal Azhar for his patience and support all this time.
3. My beloved brothers and sisters, Kak Diah, Kak Ida, Bang Anwar and Aba Emo for all support, pray and encouragement.
4. My beloved brothers and sisters, Kak Ani, Kak Sari, Bang Nur, Bang Fatah, Kak Reni, Kak Eri and Alm. Mas Joko for the support.
5. My nephew Bang Jul, for helping me finding the topic for my thesis.
6. Mr. Prof. Dr. Ahmad Rodhoni, M.M. as my thesis supervisor I who always encourage me and for helping with his lecture, help, contribution, and time that he has sacrificed in order for me to complete this thesis.
8. Mr. Prof. Dr. Abdul Hamid, M.S., as Dean of Faculty of Economic and Social Sciences State Islamic University of Syarif Hidayatullah Jakarta.
9. Mr. Arief Mufraini, Lc, M.Si. as the Head of International Program.
10.Special thanks to my awesome friends Fajar, Andal and Sofyan for helping me during my research. I owe you all.
11.All alumni of 1st batch who always telling me jokes, giving me spirits and supports all this time.
12.My friends Khalil, Rio, Awan, Isma, Novi and Acyd as we have shared good times together and everyone in International Program that could not be mentioned one by one.
13.All the staff in International Program Office for handling the required documents especially Mr. Sugi and Mrs. Atikah.
14.Monon Clan members, Monon-sama Bono ”bono-zero” , Sofyan “garuda69”, Andal “vogue”, Savirul “sav-godrics”, Fajar “didi” and Uriq “she-kills”. You guys rocks.
15.Asus A42J for limitless contribution, my dependent partner, hail on you. 16.My handy 2GB Kingston thumb drive for maximum mobile data transfer. 17.Telkom Speedy for internet connection to let me connect to virtual along with
surfing for International Journals.
18.The legendarily powerful yet efficient Toyota Kijang for making me conveniently moves from one place to another.
I realized that perfection is own by Allah SWT and human being is just be able to endeavor. Hopefully this thesis can be useful for the next generations.
TABLE OF CONTENTS
VALIDATION PAPER ... i
APPROVAL OF COMPREHENSIVE EXAM PAPER ... iii
AUTOBIOGRAPHY ... iv
ABSTRACT ... v
PREFACE ... vii
TABLE OF CONTENTS ... ix
LIST OF TABLES ... xii
LIST OF PICTURES ... xv
I. INTRODUCTION ... 1
A. Background Problem ... 1
B. Problem Formulation ... 5
C. The Purpose and Benefits of Research ... 6
II. LITERATURE REVIEW ... 7
A. The Definition of Product ... 7
B. The Definition of Brand ... 8
1. Power of Brand in Market ... 10
2. Branding Decision ... 11
3. Branding Strategy... 13
C. The Definition of Consumer Behavior ... 13
1. Motivation... 16
2. Perception ... 16
4. Learning Theories ... 18
5. Applying Learning Theories to Marketing Decisions ... 20
6. Attitude ... 21
7. Decision Making ... 22
D. Theoritical Framework ... 24
E. Hypothesis ... 26
III. RESEARCH METHODOLOGY ... 27
A. Research Scope ... 27
B. Sampling Method ... 27
C. Data Collection Method ... 27
1. Primary Data ... 28
2. Secondary Data ... 29
D. Data Analysis Method ... 30
1. Descriptive Analysis ... 30
2. Analysis Method ... 33
3. The Classic Assumption Test Multiple Regression ... 38
E. Operational Variable ... 42
1. Independent Variable ... 42
2. Dependent Variable ... 42
IV. FINDING AND RESULT ... 46
A. Companies Background ... 46
1. Philip Morris&Co., Ltd., Inc... 46
B. General Illustration of Research Object ... 48
1. Location and Time of the Research ... 48
2. Characteristics of Respondents ... 49
C. Finding and Result ... 53
1. Validity Test ... 53
2. Reliability Test ... 53
3. Descriptive Analysis ... 54
D. Classical Assumption Test ... 82
1. Autocorrelation Test ... 82
2. Multicollinearity... 83
3. Heteroskesdastisity ... 85
4. Normality Data ... 86
E. Multiple Linear Regression ... 87
1. Regression Test and Coefficient Correlation ... 87
2. Coefficient Determination ... 89
3. F Test ... 90
4. t test ... 91
V. CONCLUSION AND SUGGESTION ... 94
A. Conclusion ... 94
B. Suggestion ... 95
REFERENCE ... 97
LIST OF TABLES
Table 1.1. Table Performance of Sampoerna A’Mild in West Jakarta…….. 4
Table 3.2. Table Performance of Star Mild in West Jakarta………. 4
Table 3.1. Category High and Low Reliability Instrument………... 33
Table 3.2. Category High and Low Reliability Instrument Durbin Watson……….. 39
Table 3.3. Operational Variable Analysis……….. 43
Table 4.1. Table Performance of Philip Morris&Co., Ltd., Inc………. 47
Table 4.2. Distribution of Questionnaires……….. 49
Table 4.3. Characteristics of Respondents………. 50
Table 4.4. Tryout Results of Consumers’ Perception and Consumers’ Attitude Towards Sampoerna A’Mild as Pioneer Brand and Star Mild as Follower Brand……… 52
Table 4.5. Tryout Results of Consumers’ Perception and Consumers’ Attitude………. 54
Table 4.6. The Importance of Status Between Pioneer Brands and Follower Brands in Consumers’ Mind……….. 55
Table 4.7. The Degree of Favorable Perceptions Between Sampoerna A’Mild as Pioneer Brands and Follower Brands in Consumer’s Mind……….. 56
Table 4.9. The Quality of Sampoerna A’Mild as Pioneer Brands and Star Mild as Follower Brands in Consumer’s Mind……… 60 Table 4.10. The Benefit of Sampoerna A’Mild as Pioneer Brands and Star
Mild as Follower Brands in Consumer’s Mind……… 62 Table 4.11. The Taste of Sampoerna A’Mild as Pioneer Brands and Star
Mild as Follower Brands in Consumer’s Mind……… 64 Table 4.12. The Advertisement Attraction of Sampoerna A’Mild as Pioneer
Brands and Star Mild as Follower Brands in Consumer’s
Mind……….. 66
Table 4.13. The Packaging Attraction of Sampoerna A’Mild as Pioneer Brands and Star Mild as Follower Brands in Consumer’s
Mind……….. 68
Table 4.14. The Representation of Simbolization Status of Sampoerna A’Mild as Pioneer Brands and Star Mild as Follower Brands in Consumer’s Mind………. 70 Table 4.15. The Purchasing Behavior of Sampoerna A’Mild as Pioneer
Brands and Star Mild as Follower Brands Because of Families or Friends Suggestion………... 72 Table 4.16. The Purchasing Behavior of Sampoerna A’Mild as Pioneer
Brands and Star Mild as Follower Brands Because of Attractive Advertisement……….. 74 Table 4.17. The Consumption of Sampoerna A’Mild as Pioneer Brands and
Table 4.18. The Consumption of Sampoerna A’Mild as Pioneer Brands and
Star Mild as Follower Brands 5 Slops Per Month……… 78
Table 4.19. The Loyalty of Purchasing and Consuming Sampoerna A’Mild as Pioneer Brands and Star Mild as Follower Brands………….. 80
Table 4.20. Durbin Watson……….. 82
Table 4.21. Autocorrelation Test Model Summaryb……… 82
Table 4.22. Multicollinearity Test Coefficientsa……….. 84
Table 4.23. Result of Multiple Regression Coefficientsa………. 87
Table 4.24. Coefficient Determination (R2)Model Summaryb………... 89
Table 4.25. F Test ANOVAb……… 90
LIST OF PICTURES
Picture 2.1 The Influence of Consumer Background Characteristics and Behavioral Process Towards Consumer Purchase
CHAPTER I INTRODUCTION A. Background Problem
Nowadays, the competition in the marketing of product and services in the Indonesia’s domestic market is very tight. The producer's company spent a huge amount of fund to finance the promotion, and Research and Development of its products and services. All of this is done to achieve a greater market share and to be a market leader. The companies that were actually pioneered in the marketing of certain kind of products always trying to position themselves above all of their competitors. This is not an easy task, because their competitors will also try hard to seize the position of market leader. Moreover, there are some of the competitors that actually successful in seizing the position of market leader from pioneer company and maintaining it so the position can’t be taken by another companies including the pioneer company. When some kind of products marketed for the first time, the brand that was use on the products will always embedded in the consumer’s mind for a long time, This is become the advantage for the pioneer company (Alpert, 1995:34).
them, because their good-quality products can’t be differentiated with another low-quality product from other suppliers. Nowadays, the use of brand has become a significant factor in the market. Brand not only signifies a name, but it also characterized the special characteristic of a newly marketed product.
There are various brands that compete in a market and their power to compete in a market is vary as well. They include pioneer brands and follower brands.
According to Alpert (Alpert, 1995:38), pioneer brand is the very first brand of a new type of product which comes to market while the follower brand is all brand of the same type of product that enter the market after the pioneer brand.
According to Alpert (Alpert, 1995:36), the relationship between status of pioneer and follower brand with perception is because the pioneer brand is the subject’s first experience with the product, it frames a subject’s perceptions of the product category and becomes the category prototype.
While the relations between the relationship between status of pioneer and follower brand with consumers’ attitude is the consumers find themselves to have a positive attitude toward pioneer brands in general, which partially explained by the favorable perception of pioneer brands.
company and also there are some cigarettes companies from foreign investors.
Four big cigarettes companies including: Gudang Garam, Sampoerna, Djarum and Bentoel, and from the foreign-investors cigarettes companies including Marlboro, Kansas, Dunhill, etc. Another cigarettes domestic companies including Minak Djinggo, Gentong etc.
Sampoerna A'Mild is the pioneer brand of cigarette with low tar and low nicotine. Several follower brands including Star Mild, La Mild, Bentoel Mild, X Mild, etc.
Before it was acquired by PT. Philip Morris Indonesia, PT. HM. Sampoerna firstly built in the form of family business with its product Dji Sam Soe. In 1992, the increase in the PT. HM. Sampoerna’s market share occurred, it is because HM. Sampoerna developed the tar and low-nicotine cigarette product known by the brand Sampoerna A’Mild. And because of the significant increases of PT. HM. Sampoerna Tbk cigarettes market share, than in Mei 2005 PT. Philip Morris Indonesia decided to acquire the majority of PT. HM. Sampoerna Tbk shares with the price of Rp. 10.600 per share.
increasing but it couldn’t seize the position of market leader from Sampoerna A’Mild. The data is explained as follows.
Table 1.1.
Table Performance of Sampoerna A’Mild In West Jakarta
1,730.25 1,522.34 1,443.27 1,407.53 1,378.27
Source: Indonesia Stock Exchange
Table 1.2.
Table Performance of Star Mild In West Jakarta
1,533.45 1,349.78 1,254.05 1,137.52 1,045.90
Based on the data performance above, both brands have an increased in performance during 2005-2009. However, Sampoerna A’Mild as the pioneer brand can keep maintains its position above Star Mild.
If we discovered the consumer’s perception and attitudes towards Sampoerna A'Mild, then we could help the producer of Sampoerna A'Mild to increase or maintain his position in the market, the same thing was also happen for the producer of follower brands.
Then, based on this background problem, the writer will write this thesis with a title:
“CONSUMERS’ PERCEPTION AND CONSUMERS’ ATTITUDE TOWARDS SAMPOERNA A’MILD AS PIONEER BRAND AND STAR MILD AS FOLLOWER BRAND IN WEST JAKARTA”
B. Problem Formulation
C. The Purpose and Benefits of Research 1. The Purpose of Research
The purpose of research that the writer wants to achieve is to analyze the consumers’ perception and consumers’ attitude towards Sampoerna A’Mild as pioneer brand and Star Mild as follower brand.
2. The Benefits of Research
a. To apply the sciences that the writer obtained during study at State Islamic University of Syarif Hidayatullah and as a form of contribution to the society based on the writers major of study in the university.
CHAPTER II LITERATURE REVIEW
D. The Definition of Product
According to Philip Kotler (Kotler, 2006:344), a product is anything that can be offered to a market to satisfy a want or need, it can be in the form of physical goods, services, experiences, events, persons, places, properties, organizations, informations, and ideas”.
According to Bennet (Bennet, 2001:26), a product is anything an organization or individual offer exchange that may satisfy customer’s or consumer’s needs or the marketer own need and he also stated that also stated product may be a tangible good, an intangible benefit in the form of service, or even an idea, it may even be person ‘packaged’ for the public.
The Core Product according to Bennet (Bennet, 2001:285) is the basic good or serviced purchased, aside from its packaging and accompanying service while core benefit is the need that product fulfills or the problems its solve. The attributes that supported the core product includes:
1. The package, which includes wrapper, picture, and label that put was embedded on the product. Its main function is to protect the product. Besides that, it is also beneficial to promote the product, to give information, and to attract the consumers.
3. Warranties, which is the guarantee from the sellers that the product they sell will meet the consumers’ needs, or if the products failed to meet the consumers’ needs than the sellers will give compensation to the purchasers.
4. Brand Image, is the whole concept of the product perceived by the consumers, it includes various individual perception that together can create aura that identified and signified the product. The factors that influence consumers’ view towards the product is the quality of the wrapper, reputation price, and affectivity of the product.
According to Bennet (2001:289), the benefit of the product not only come from the core product, but also the packages, product servicing, warranties and brand. All of this are also contribute on improvement of the consumers’ perception towards the product. These advantages must be concerned as the factors that can’t be separated within the consumers’ mind.
E. The Definition of Brand
need. According to Kotler (2006:257), brand has six levels of meanings, which are:
1) Attribute
Brand is identical with the certain attributes. The world’s strongest brands share 10 attributes (Kotler, 2006:257), which are:
a) The brand excels at delivering the benefits consumers truly desire. b) The brand stays relevant.
c) The pricing strategy is based on consumer perceptions of value. d) The brand is properly positioned.
e) The brand is consistent.
f) The brand portfolio and hierarchy makes sense.
g) The brand makes use of any coordinates a full repertoire1 of marketing activities to build equity.
h) The brand’s managers understand what the brand means to consumers.
i) The brand is given proper, sustained report. j) The company monitors sources of brand equity. 2) Benefit
Brand not only the series of attributes. The consumers doesn’t purchase the attributes, they purchase the benefit. Attributes needed to be developed into functional and/or emotional benefit.
3) Value
Brand also signifies value. The producer of Mercedes stated that their product is high performance, safe, high prestige, etc. The brand marketer has to identify which groups of buyer will purchase those values.
4) Culture
Brand also represents certain cultures. The Mercedes represent Germany culture, which are: organize, efficient, and high quality.
5) Identity
Brand also represents certain identities. If brand representing a person, animal, or an object, what would be occurred in our mind? Mercedes represent logical leader (person), king of lion who likes to order other animals (animal). Sometimes brand represent the identity of popular celebrity.
6) The User
Brand can be defined as a kind of consumer that purchase or use that product. In which it refer to the people that appreciate the values, culture, and identity of that brand.
1. Power of Brand in Market
The power of brand is within a market (Kotler, 2006:273). There are five levels of brand power within a market, which are:
b. The brand with high level of awareness, is measured by the acknowledgement memory of the brand.
c. The brand with high acceptance level, is measured by the consumer who will not refuse to buy the product.
d. The brand with high preference level, is the brand that was chosen above another brand.
e. The brand with high loyalty level, which is shown by the willingness of the consumers to find that brand in other places, if they can’t find the brand in the regular store or market.
Powerful brand is the brand that has high brand equity that was shown with the higher brand loyalty, awareness of the name, the quality that is believed in, powerful brand relation and other assets such as, patents and distribution channel (Kotler, 2006:274).
2. Branding Decision
Nowadays, branding is such a strong force that hardly anything goes unbranded. When a company decides to brand its products or services, it must then choose which brand names to use. Four general strategies are often used (Kotler, 2006:279):
b. Blanket family names. A blanket family name also has advantages. Development cost is less because there is no need for “name” research or heavy advertising expenditures to create brand-name recognition. Furthermore, sales of the new product are likely to be strong if the manufacturer’s name is good.
c. Separate family names for all products. If a company produces quite different products, it is not desirable to use one blanket family name. d. Corporate name combined with individual product names. The
company name legitimizes, and the individual name individualizes the new product.
Furthermore, according to Kotler (Kotler, 2006:281), the qualities that the brand wants to represent are:
a. It has to represent the criteria that define the benefit of the product. For example: Frozz, A’Mild, etc.
b. It has to represent the quality definition of the product, like behavior or color. For example are: Attack, etc.
3. Branding Strategy
According to Kotler (Kotler, 2006:278), definition of Branding Strategy is the number of and nature of common and distinctive brand elements applied to the different products sold by the company. In other words, devising a branding strategy involves deciding the nature of new and existing brand elements to be applied to new and existing products.
The decision as to how to brand new products is especially critical. When a company introduces a new product, it has three main choices (Kotler, 2006:278):
a. It can develop new brand elements for the new product. b. It can apply some of its existing brand elements.
c. It can use a combination of new and existing brand elements.
d. When a company uses an established brand to introduce a new product, it is called Brand Extension, the brand extension can also be called a sub-brand. An existing brand that gives birth to a brand extension is referred to the parent brand. If the parent brand is already associated with multiple products through brand extensions, then it may also be called a family brand.
F. The Definition of Consumer Behavior
securing, and using products or services when the benefits received from those processes meet or exceed consumers’ expectations. In other words, when an individual realizes that he has a need, the psychological process starts the consumer decision process. Through this process, the individual sets out to find ways to fulfill the need he has identified. That process includes the individual’s thoughts, feelings, and behavior. When the process is complete, the consumer is faced with the task of analyzing and digesting all the information, which determines the actions he will take to fulfill the need.
Furthermore, Wells (Wells, 2000:5) also stated that the consumer’s background characteristics that covered in the consumer behavior are as follows:
1. Culture, which is the characteristic of certain society that can be differentiate from other societies.
2. Value, which is the very basic beliefs that the society’s hold about how the way they think, behave, and feel.
3. Demographic characteristics, which is the physical attributes, social geography and economy of the consumer that has become part of their daily activities.
5. Reference groups, which are the people or institutions whose opinions are valued and to whom a person looks for guidance in his/her own behavior, values, and conduct, such as family, friends, or celebrities. The consumer decision-making process consists of five steps (Wells, 2000:8), which are:
1. A consumer becomes aware of a need. This need is triggered either internally or externally.
2. After the need is identified, the consumer goes through a process to search for solutions that will fulfill that need. This search involves identifying criteria that’s important to the consumer. Then the consumer begins to search for a location where he/she can find the solution.
3. The consumer evaluates the alternatives or options. She takes the information she collected in Step 2 and processes that information in order to evaluate her options and arrive at a decision.
4. The consumer makes the purchase based on the information processed in Step 3. In this step, the consumer determines where to purchase and how to purchase as well as when she should purchase.
5. The consumer evaluates the purchase. This step focuses on the psychological response of the buyer regarding the purchase. It’s in this phase that buyer’s remorse often pops up.
1. Motivation
According to Wells (Wells, 2000:227) Motivationis the process by which an individual recognize a need and takes action to satisfy it. There are three factors that influence the consumer purposes (Wells, 2000:230), which are:
a. Background Characteristics, is the background that every human have in differentiating the brand that will fulfill their needs
b. Available Options, is the choices or options that are available. c. Marketers and Public Policy, is the factor that can influence
consumer in choosing the consumer purposes.
2. Perception
According to Kurtz (Kurtz, 2008:160) Perception is the meaning that a person attributes to incoming stimuli gathered through the five senses, which are, sight, hearing, touch, taste, and smell. Certainly a buyer’s behavior is influenced by his or her perceptions of a good or a service. According to Frank H.Alpert and Michael A.Kamins (Alpert and Kamins, 1995:39), a person’s perception of an object results from the interaction of five types of factors:
a. The quality of the object.
c. The five-senses perceived of the object. d. The promotion attraction of the object. e. The representation of consumers’ status.
3. Learning
The definition of Learning according to Hawkins (Hawkins, 2002:317) is any change in the content or organization of long-term memory. This definition doesn’t explain about the cause of the change and whether this change is fix or not.
The definition of Learning according to Wells (Wells, 2000:28) is the process by which individuals organize knowledge so that it causes a permanent change in behavior.
4. Learning Theories
There are three main categories or philosophical frameworks under which learning theories fall: behaviorism, cognitivism, and constructivism (Wells, 2000:28).
a. Behavior Learning Theories
Behaviorism characterize by the investigators that underlying the assumptions about the process of learning. In essence, three basic assumptions are held to be true. First, learning is manifested by a change in behavior. Second, the environment shapes behavior. And third, the principles of contiguity (how close in time, two events must be for a bond to be formed) and reinforcement (any means of increasing the likelihood that an event will be repeated) are central to explaining the learning process. For behaviorism, learning is the acquisition of new behavior through conditioning. There are two types of possible conditioning:
1) Classical conditioning, where the behavior becomes a reflex response to stimulus.
b. Cognitive Learning Theories
Cognitive theories look beyond behavior to explain brain-based learning. Cognitivists consider how human memory works to promote learning. For example, the physiological processes of sorting and encoding information and events into short term memory and long term memory are important to educators working under the cognitive theory.
Two key assumptions underlie this cognitive approach:
1) The memory system is an active organized processor of information, and
2) Prior knowledge plays an important role in learning. c. Constructive Learning Theories
5. Applying Learning Theories to Marketing Decisions
According to Kurtz (Kurtz, 2008:164), learning theory has some important implications for marketing strategists, particularly those involved with consumer packaged goods. Marketers must find a way to develop a desired outcome such as repeat purchase behavior gradually over time. Shaping is the process of applying a series of rewards and reinforcements to permit more complex behavior to evolve.
Both promotional strategy and the product itself play a role in the shaping process. Some strategies that usually used to influence the consumer are reward, reception, stimulus generalization and discrimination, experience, and signs and symbols.
For example, when marketers want to motivate consumers to become regular buyers of certain merchandise, their first step in getting consumers to try the product might be to offer a free-sample package that includes a substantial discount coupon for the next purchase. This example uses a cue as a shaping procedure.
The second step is to entice the consumer to buy the item with little financial risk. The discount coupon enclosed with the free sample prompts this action. Suppose the package that the consumer purchase has still another, smaller discount coupon enclosed. The satisfactory product performance and the second coupon provide reinforcement.
time the purchased package includes no additional coupon. The only reinforcement comes from satisfactory product performance.
The final step comes when the consumer decides whether to buy the item at its true price without a discount coupon, Satisfaction with the product performance provides the only continuing reinforcement.
Therefore, repeat purchase behavior is literally shaped by effective application of learning theory within a marketing strategy context.
6. Attitude
Perception of incoming stimuli is greatly affected by attitudes. In fact, a consumer’s decision to purchase an item is strongly based on his/her attitudes about the product, store, or salesperson.
According to Kurts (Kurtz, 2008:162), attitudes are a person’s enduring favorable or unfavorable evaluations, emotions, or action tendencies toward some object or idea. Because favorable attitudes likely affect brand preferences, marketers are interested in determining the consumer attitudes toward their offerings.
According to Frank H. Alpert and Michael A. Kamins (Alpert and Kamins, 1995:40), an attitude has three multiattribute components, which are:
7. Decision Making
According to Wells (Wells, 2000:343), the decision making can be defined as the behavioral process that an individual use to choose certain product or service that they want to consume.
Consumer Background Characteristics and Behavioral Process that has already explained above can influence the Consumer Purchasing Activities. According to Wells (Wells, 2000:37), the consumer purchase activities can be categorized into seven steps, which are:
a. Need recognition, is happen when consumer know and/or recognize his/her needs.
b. Search for alternatives, is happen when consumer consider several available choices that can fulfill his/her needs.
c. Evaluation of alternatives, is happen when consumer consider those available choices and decide which one is best to fulfill his/her needs.
d. Purchase and use of products, is happen when consumer make a decision to purchase certain product and consume it.
e. Evaluation of consumption experience, is happen when consumer evaluate his/her experience when he/she consume the product, in which whether the product can fulfill his/her needs or not.
g. End of consumption process, is happen when the consumer stop to purchase and consume certain product.
Picture 2.1
D. Theoretical Framework
According to Alpert (Alpert, 1995:38), the pioneer brand define as the very first brand of a new type of product which comes to market while the follower brand is all brand of the same type of product that enter the market after the pioneer brand.
According to Alpert (Alpert, 1995:36), the relationship between status of pioneer and follower brand with perception is because the pioneer brand is the subject’s first experience with the product, it frames a subject’s perceptions of the product category and becomes the category prototype.
Behavioral Process
Perception (X1) Attitude (X2)
Perception and Attitude towards Pioneer and
Follower Brands
Multiple Linear Regressions
E. Hypotheses
The hypotheses of this research are: 1.
2. H01:
HA1:
H02:
HA2:
Consumers’ perception has a positive relations and positive influence towards Sampoerna A’Mild as pioneer brand and Star Mild as follower brand matter.
Consumers’ perception doesn’t have any relations and influence towards Sampoerna A’Mild as pioneer brand and Star Mild as follower brand matter.
Consumers’ attitude has a positive relations and positive influence towards Sampoerna A’Mild as pioneer brand and Star Mild as follower brand matter.
CHAPTER III
RESEARCH METHODOLOGY
A. Research Scope
In this research, research is done by collecting primary data using questionnaires and secondary data coming from literature bibliography and internet. This secondary data applied as input for questionnaire material can be confirmed as relevant questionnaire in order to know the consumers’ perception and consumers’ attitude towards the pioneer brand and follower brand issue within the cigarettes market in West Jakarta.
B. Sampling Method
Considering the limitations of time, the writer used the judgement
sampling technique, that is the electing of sample of research randomly that
this information was received by using certain consideration in West Jakarta that was chosen by the writer. The number of samples is 100 peoples, because quite represent the number of populations and the level of the error in the questionnaire is lower (Dr. Sugiyono:2005).
C. Data Collection Method
to gather the data.” According to Sugiyono (2005:139) when considering the source of the data, then the data collection could be divided into primary and secondary source. The primary source was the data that directly gave the data to the collector of the data, and the source secondary was the source that indirectly gave the data to the collector of the data, like through the other person or the document. Whereas for the type of the data that is use in this research in collecting the data is by using the primary data and the secondary data:
1. Primary Data
The primary data is the research data that was received directly from the original source (did not go through the intermediary’s media). The primary data is specially gathered by the researcher to answer the research question with the survey method using questionnaire (Rahmat Kriyantono, 2008:95).
The primary data collection is carried out through the sending questionnaire to the respondent, by means of visiting directly the respondent from the research location.
interviewed are 100 peoples with education minimum High School (SMU). The amount of sample taken is 100 peoples because in order to make this research to be an accurate research. According to Sekaran (Sekaran, 2003:266), the minimum sample to be used in correlative research is 30 subjects. The basic of sampling taken is that in order to make an accurate and right result, than the respondents have to have minimum adequate educational level.
Therefore, the sampling method that undertaken in this research is purposive technique, which means by choosing sample from certain population because they have adequate qualities to be put in the research. The research will be conducted in West Jakarta area. Samples are purposive, which means the sample is taken in purpose (non-random) because the characteristics of the sample are known Sekaran (Sekaran, 2003:266). The sample that will be taken is the sample with minimum educational level of High School (SMU). The reason is because in this research, the sample has to understand what is the meaning and what question will be ask in the questionnaire clearly so that it can minimize the error in the research conducted.
2. Secondary data
found repeatedly to have had an impact on the problem is ignored. Literature study is the documentation of a comprehensive review of the published and unpublished work from secondary sourced of data in the areas of specific interest to the researcher. Various activities which researcher does in process of this literature study in the first place is read, studies and comprehends a number of journals, books, documents, and material and references which required by the research. This Literature study also is done by the way of browsing some internet sites related to this research.
D. Data Analysis Method 1. Descriptive Analysis
Questionnaire analysis is done by giving value from every answer to question of questionnaire based on likert scale method, according to Rosady Ruslan (2008:62):
Strongly agree : value weight 5
Agree : value weight 4
Not sure (neither agree nor disagree) : value weight 3
Disagree : value weight 2
Strongly disagree : value weight 1
Then result of the questionnaire is compiled into form of table which will be tabulated and the result is presented into form of table is comprising frequency and percentage respondent opinion.
To examine validity and reliability of the each and every item of the questionnaires, therefore the writer need to do a test on validity and reliability first in order to get the good research result try out and must be done towards several respondents first.
a. Validity Test
The validity test was the testing that used to measure legal or valid or not from some questionnaire. Some questionnaire was said valid if the question in questionnaire was able to reveal something that will be measured by that questionnaire (Ghozali, 2006)
freedom (df) = n- 2, in this case n was the number sample the research totaling n the respondent that had r counted for the value df=n-2, and some questionnaires was said valid if r counted > r the table (Ghozali, 2006).
b. Reliability Test
The reliability test was the testing that was carried out to measure some questionnaire that was the indicator of the variable or construct. Some questionnaire was said reliable or competent if the answer is consistent or stable from time to time, and a variable was said reliable if giving the Cronbach Alpha value > 0.60 (Ghozali,2006).
To test construct reliability in this research will be using technique cronbach's alpha test.
r = K { 1- ∑σb } (K-1) σt Where:
r = Reliability
K = Number of questionnaire σb = Item variance
σt = Total variance
interpret low or high of the reliability instrument, as directive is base on certainty as follows:
Table 3.1
Category High and Low Reliability Instrument Interval Coefficient Level of Reliability
<0.200 Very Low
0.200 – 0.399 Low
0.400 – 0.599 Sufficient
0.600 – 0.799 High
0.800 – 1.00 Very High Source : Sugiyono (2005)
The data that was gathered and filled the valid criterion and reliable afterwards will be analyzed used the SPSS program (Statistical Product and Service Solution) the Version 16 technically statistics of Paired Sample T-test. Technically, these statistics compared two teamed samples or two same samples but experienced two treatments or the different grating (Sugiyono, 2005).
2. Analysis Method
and Star Mild as follower brand (Y). A multiple regression model was said linear if filling the condition linearity, like normality the data (both in a manner the individual and the model) and free from the classic assumption statistic.
The double linear formula
Explanation
Ŷ = The subject in variable dependent that predictable
a = Price Y if X = 0 (Price constant)
b = The direction figure or the regression coefficient that showed the increase figure or the decline dependent variable that is based in independent variable. When b (+) then rise, and when b (-) then it is going down.
X1 = Consumers’ perception X2 = Consumers’ attitude ei = Error term or disturbance
a. The Testing of the Hypothesis from Correlation
as pioneer brand and Star Mild as follower brand, that was formulated as follows:
r = n∑XY - ∑X.∑Y
√n ∑X2 – (∑X)2 . (n∑Y2) – (∑Y)2 Explanation:
r = Correlation coefficient n = The number of respondents
X = consumers’ perception and consumers’ attitude
Y = Sampoerna A’Mild as pioneer brand and Star Mild as follower brand
The rise or the decline from the value x and y is determined by the existence of linear relations between two variable that did not affect each other both directly or indirectly, in fact relations could happen was very weak or did not have linear relations.
By being known that:
r = 0 meant relations x and y did not have the correlation, available relations really weak.
r = 1 or approached 1, meaning available relations very strong (strong perfect)
r = Negative, meaning the appreciation x will be followed by the decline thought y, and on the other hand the decline thought x will be followed by the appreciation y.
b. F Test and t Test
To carry out the testing of the hypothesis, then the several provisions that must be paid attention to is formulating the hypothesis of zero (Ho), we also must accompany with the hypothesis alternative (Ha), like as follows:
Ho: ßi = 0 Is not gotten by the influence that was significant between variable X and variable X with variable Y.
Ha: ßi≠ 0 Gotten by the influence that was significant between variable X and variable X with variable Y.
The simultaneous test with this F test aimed at knowing the influence together variable independent against variable dependent. With the formula:
F Test = ß / k
(1-R2) / (n-k-1)
If F test > F table, then H0 was refused and Ha was accepted. Meaning that variable independent simultaneously had the influence that was significant against variable dependent.
If F test < F table Then Ho was received and Ha was refused, meaning
that variable independent simultaneously did not have the influence that
Whereas to know their respective influence size variable independent
individually (partial) against variable dependent then was carried out with
the T Test with the formula:
t test = b – Se
Sb
Sb = Se
√∑Y2 – [∑X]2
n
Se = √∑Y2 - a∑Y - b∑XY
(n-2)
Whereas:
a = Constants
b = Coefficient correlation n = the amount of sample
Sb = the standard error of correlation coefficient Se = the standard error of the estimation
If t test > t table, then Ho was refused and Ha was accepted, meaning that variable independent partially had the influence that was significant against variable dependent.
This analysis also gave information about the determination coefficient (R2) that is to know the big capacity variable independent explained variable independent explained variable dependent by seeing R Square and Adjusted R Square that have been matched with the number variable independent that was used in the research. The R Square value (R2) was said good if above 0.5 because of the R Square value revolved between 0 to 1.
3. The Classic Assumption test Multiple Regression
The linear regression model multiplied could be acknowledged as the good model if this model filled the assumption normality the data and freest from the classic assumption statistic, good that autocorrelation, multicollinearity and heteroskesdastisity.
a. Autocorrelation
Autocorrelation is relations that happened between the members from a set of observation that was compiled in the series of time that regarding restrained time that could be interpreted that, correlation relations from each one variable time now is the same his situation in the period that will come. One of the testing that was used to know autocorrelation was with the Durbin Watson Test. The Durbin
Watson Test formula is as follows:
Hypothesis:
Ho : there is no correlation
Ha : there is autocorrelation positive/negative
Criteria the testing:
Ho accepted if the Dw value around the figure -2<d<2 (The Durbin Watson value counted approaching or in and around figure 2)
To diagnose the existence autocorrelation in a regression model is carried out through the testing towards the Durbin Watson value of the test (Dw test) with the provisions as follows:
Table 3.1
Category High and Low Reliability Instrument Durbin Watson
Durbin Watson Conclusion Less than 1.10 Autocorrelation available 1.10 and 1.54 Without conclusion
1.55 and 2.46 No autocorrelation available 2.47 and 2.90 Without conclusion
b. Multicollinearity
The test multicollinearity was needed to know was not variable independent that had the resemblance with variable independent other in one model. The resemblance between variable independent in a model will cause the occurrence of the correlation that was very strong between variable independent with variable independent that was other. Moreover, the detection against multicollinearity also aimed at avoiding the habit in the process of the taking of the conclusion concerning the influence of the partial test respectively variable independent against variable dependent.
The detection multicollinearity to a model could be seen from several matters:
1) If the result Variance Inflation Factor (VIF) not more than 10 and the Tolerance value not less than 0.1, then the model could be it was said freest from multicollinearity VIF = 1 / Tolerance, if VIF = 10 then Tolerance = 1/10 = 0.1. It was increasingly high that VIF then increasingly low Tolerance.
2) If the value of the correlation coefficient between each one variable independent less than 0.70, then the model could be stated free from the classic assumption multicollinearity.
variable dependent, then the model was affected multicollinearity.
c. Heteroskesdastisity
Heterokedastisity tested the occurrence of the difference variance residual a period of observation to the period of other observation, or the picture of relations between the value that was predicted and Studentized Delete Residual this value. The regression model that had the equality variance residual a period of observation with the period of other observation, or the existence of relations befween the value that was predicted and Studentized Delete
Residual this value so as to be able to be said this model
homokedastisity.
Heterokedastisity showed that the variation variable not be the same for all observation. In heterokedastisity the mistake that was systematic in accordance with the size of one or more variable.
To know there is or there is not heterokedastisity, the writer had several methods, which are:
1) See the plot graph between the value of the prediction variable dependent (ZPRED) and residual him (SRESID). The detection there was or not heterokedastisity could be carried out with looking there was or not the certain pattern to the graph
Y was predicted and the X fuse was residual (Y the prediction of - Y actually).
2) Analysis basis, if having the certain pattern like the plots that formed the pattern that was arranged (waved, widened, afterwards narrowed), then indicated heterokedastisity. If not having the clear pattern in a manner the plots spread above and under the point origin to the Y fuse, then did not happen Heterokedastisity
E. Operational Variable
Variable in this research consist of: 1. Independent Variable
Variable this often was mentioned as variable the stimulus, predictor, and antecedent. In Indonesian often was mentioned as free variable. Independent variable was variable that influenced or that to because of his change or the emergence dependent variable (was tied). In this research that consider as independent variable independent Consumers’ Perception (X1) and Consumers’ Attitude (X2).
2. Dependent Variable
Table 3.2
Operational Variable Analysis
No Variable Sub variable Indicator Scale 1 Consumers’
Quality The quality of consumer’s product
Ordinal
Usefulness The usefulness of consumer’s product
Ordinal
Taste The taste of consumer’s product
Package The degree of
packaging attraction in consumer’s mind
No Variable Sub variable Indicator Scale
CHAPTER IV FINDING AND RESULT
F. Companies Background
3. Philip Morris & Co., Ltd., Inc.
The Philip Morris&Co.,Ltd. Inc. was firstly build in 1847 as a single shop on London’s Bond Street, selling tobacco and ready-made cigarettes. During Mr. Morris’s death, the business was taken over by his wife Margaret and his brother Leopold and in 1881 the Company went public, Leopold Morris joining Joseph Grunebaum to establish Philip Morris & Company and Grunebaum, Ltd. This partnership was dissolved in 1885 and the Company became known as Philip Morris & Co., Ltd.
In 1919 was a crucial year for the Company. It saw the introduction of the Philip Morris coronet logo, the acquisition of the Philip Morris Company in the U.S. by a new firm owned by American stockholders, and its incorporation in Virginia under the name of Philip Morris & Co., Ltd., Inc. By the end of the next decade, the Company had begun to manufacture cigarettes in its factory in Richmond, Virginia; in 1924, what was to become its most famous brand, Marlboro, was introduced.
In 2005, Philip Morris & Co., Ltd., Inc. acquires PT. HM Sampoerna Tbk in Indonesia with the price of Rp. 10,600,- per share and after the acquisition takes place, the company gain a rapid growth performance during 2005-2009, as follows:
Table 4.1.
Table Performance of Philip Morris & Co., Ltd., Inc.
Year 2009 2008 2007 2006 2005
Net Revenues ($Mill) 62,080 63,640 55,243 48,260 45,288
Operating Income ($Mill) 10,040 10,248 8,894 8,368 7,735
Cigarette Volume (Units in Billions)
864 869 848 831 804
Source: http://www.pmi.com
4. Bentoel Group
Pertjetakan Hien An in 1951. Four years later will be known as PT Perusahaan Rokok Tjap Bentoel.
During 1970s-1980s, Bentoel had rapid growth performance and became one of the key player in cigarettes industry in Indonesia. In June 17, 2009, BAT International in which centered in London acquired Bentoel and merge the BAT Indonesia and Bentoel Group as one entity in Indonesia and in January 1, 2010, Bentoel Group finally licensed as the member of British American Tobacco International.
G. General Illustration of Research Object 1. Location and Time of the Research
Considering the limitations of time, the writer used the judgement
sampling technique, that is the electing of sample of research randomly
that this information was received by using certain consideration in West Jakarta that was chosen by the writer. The number of samples is 100 peoples, because quite represent the number of populations and the level of the error in the questionnaire is lower (Dr. Sugiyono:2005).
Table 4.2.
Distribution of Questionnaires
Cengkareng 13 questionnaires
Grogol Petamburan 13 questionnaires
Taman Sari 13 questionnaires
Tambora 13 questionnaires
Kebon Jeruk 12 questionnaires
Kali Deres 12 questionnaires
Palmerah 12 questionnaires
Kembangan 12 questionnaires
2. Characteristics of Respondents
Questionnaires that have already distributed are 100 questionnaires to all 100 respondents. All 100 questionnaires given have all been returned and responded appropriately.
Table 4.3.
Characteristics of the Respondents
No. Information Total
1
Gender
Male 80
Female 20
2
Age
17 – 24 years old 20
25 – 35 years old 39
36 – 50 years old 21
51 years old – above 20
3
Occupation
Highschool and University Student 20
Entrepreneur 18
Office Employee 24
Government Employee 37
Other 1
4
Income per Month
5
Consumption of Cigarettes
Sampoerna A’ Mild 81
Star Mild 19
Source : Primary Data
Table 4.4.
Tryout Results of Consumers’ Perceptions and Consumers’ Attitude Towards Sampoerna A’mild As Pioneer Brand And Star Mild As Follower Brand
In West Jakarta Variable Question Corrected
H. Finding and Result
From the table 4.4. shows that all of questions are valid and reliable. This is provided by there are no negative correlations on the score of the questions. The pretests have been distributed to 30 respondents. So the questions are qualified and could be used in the research conducted.
1. Validity Test
Validity test is aimed to measure a questionnaire in order to obtain the right and accurate questions. The questionnaire is valid while could be responses to measure (Ghozali, 2006). Requirement of validity is, if the r counted > r table.
2. Reliability Test
Table 4.5.
Tryout Results of Consumers’ Perceptions And Consumers’ Attitude
Cronbach’s Alpha
Cronbach’s Alpha Based on Standard Items
N of Items
0.923 0.929 27
Source: Primary Data
3. Descriptive Analysis
a. Sampoerna A’Mild as Pioneer Brand and Star Mild as Follower Brand Variable
Table 4.6.
The Importance of Status Between Pioneer Brands and Follower Brands in Consumers’ Mind
Evaluation Frequency Percentage
Strongly Agree 40 40%
Agree 37 37%
Neutral 10 10%
Disagree 7 7%
Strongly Disagree 6 6%
Total 100 100%
Table 4.7.
The Degree of Favorable Perceptions Between Sampoerna A’Mild as Pioneer Brands and Follower Brands in Consumer’s Mind Positive image of Sampoerna A’Mild as pioneer brands perceived in consumer’s mind
Evaluation Frequency Percentage
Strongly Agree 47 47%
Agree 30 30%
Neutral 13 13%
Disagree 6 6%
Strongly Disagree 4 4%
Total 100 100%
Positive image of Star Mild as follower brands perceived in consumer’s mind
Evaluation Frequency Percentage
Strongly Agree 7 7%
Agree 7 7%
Neutral 16 16%
Disagree 43 43%
Strongly Disagree 27 27%
The table 4.7. shown the degree of favorable perceptions between Sampoerna A’Mild as pioneer brands and Star Mild as follower brands in consumer’s mind within West Jakarta market and the results indicate that most of consumers in West Jakarta have a strong agreement that the status of Sampoerna A’Mild as Pioneer Brands give a positive image to their mind and the status of Star Mild as Follower Brands doesn’t give a positive image to their minds.
Table 4.8.
The Preference of Consumption Between Sampoerna A’Mild and Star Mild Because of Pioneer and Follower Status
The preference of consuming Sampoerna A’Mild because of the pioneer status
Evaluation Frequency Percentage
Strongly Agree 38 38%
Agree 22 22%
Neutral 20 20%
Disagree 5 5%
Strongly Disagree 15 15%
Total 100 100%
The preference of consuming Star Mild because of the follower status
Evaluation Frequency Percentage
Strongly Agree 14 14%
Agree 6 6%
Neutral 22 22%
Disagree 24 24%
Strongly Disagree 34 34%
The table 4.8. shown the preference of consumption between Sampoerna A’Mild and Star Mild because of pioneer and follower status within West Jakarta market and the results indicate that most of consumers in West Jakarta have a strong agreement that they prefer to consume Sampoerna A’Mild because of its pioneer status while least of them give a strong agreement that they prefer to consume Star Mild because of its follower status.
b. Consumers’ Perception Variable Table 4.9.
The Quality of Sampoerna A’Mild as Pioneer Brands and Star Mild as Follower Brands in Consumer’s Mind
High quality perception of Sampoerna A’Mild perceived in consumer’s mind
Evaluation Frequency Percentage
Strongly Agree 50 50%
Agree 24 24%
Neutral 7 7%
Disagree 4 4%
Strongly Disagree 15 15%
Total 100 100%
High quality perception of Star Mild perceived in consumer’s mind
Evaluation Frequency Percentage
Strongly Agree 16 16%
Agree 3 3%
Neutral 40 40%
Disagree 25 25%
Strongly Disagree 16 16%
The table 4.9. shown the quality of Sampoerna A’Mild as pioneer brands and Star Mild as follower brands in consumer’s mind within West Jakarta market and the results indicate that most of consumers in West Jakarta have a strong agreement that Sampoerna A’Mild as Pioneer Brands have a high quality while they choose neutral opinion towards the high quality of Star Mild as Follower Brands.
Table 4.10.
The Benefit of Sampoerna A’Mild as Pioneer Brands and Star Mild as Follower Brands in Consumer’s Mind
High benefit perception of Sampoerna A’Mild perceived in consumer’s mind
Evaluation Frequency Percentage
Strongly Agree 48 48%
Agree 26 26%
Neutral 7 7%
Disagree 9 9%
Strongly Disagree 10 10%
Total 100 100%
High benefit perception of Star Mild perceived in consumer’s mind
Evaluation Frequency Percentage
Strongly Agree 11 11%
Agree 8 8%
Neutral 37 37%
Disagree 23 23%
Strongly Disagree 21 21%
The table 4.10. shown the benefit of Sampoerna A’Mild as pioneer brands and Star Mild as follower brands in consumer’s mind within West Jakarta market and the results indicate that most of consumers in West Jakarta have a strong agreement that Sampoerna A’Mild as Pioneer Brands have a high benefit while they choose neutral opinion towards the high benefit of Star Mild as Follower Brands.
