Spesial Produk, Citra Merk, Konformitas dan Perilaku Merokok

Abstract

Abstract. The objective of the research was to examine whether there is a special
relationship existed between product ,brand image and conformity to smoking behavior.
The subjects of research was 84 smokers in Karangbesuki village Sukun District,
Malang City who selected randomly, with the characteristic of cigarette smoker must
consume 1 (one) pack of cigarette a day and 25 to 60 years old. Data collection was
using a psychological scale which comprised of smoking behavior scale, product
spesialty scale,brand image scale and conformity scale. Data were analyzed with
multiple regression analysis and partial correlation with Computer Program SPSS 2.0.0
for Windiows. Result of data analysis indicated that product specialty was positively
correlated ,band image and conformity were significantly and simultaneously correlated
with smoking behavior. In partial manner, product spesialty was positively correlated
with smoking behavior and there is positive relationship between brand image and
smoking behavior. Conformity and smoking behavior has particularly positive
relationship. The contribution of the influence of variabels of product specialty,brand
image and conformity to smoking behavior was 64,1 %.
Keywords : Smoking behaviors, Product special, Brand image, Conformity