Spesial Produk, Citra Merk, Konformitas dan Perilaku Merokok

• Main Author: Vecky Nelwan
• Format: Article
• Language: Indonesian
• Published: Fakultas Psikologi Universitas 17 Agustus 1945 Surabaya 2016-02-01
• Series: Persona
• Online Access: http://jurnal.untag-sby.ac.id/index.php/persona/article/view/554

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