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 X
1
and Consumers’ Attitude X
2
.
2. Dependent Variable This variable was mentioned as variable output, criteria, consistent.
In this research, the dependent variable is Sampoerna A’Mild as pioneer brand and Star Mild as follower brand Y.
Table 3.2 Operational Variable Analysis
No Variable Sub variable
Indicator Scale
1 Consumers’
Perception X
1
Sources: “Principles of
Contemporary Marketing
” book by David L. Krutz
pg. 160-161; and “An Empirical
Investigation of Consumer
Memory, Attitude, and Perceptions
Toward Pioneer and Follower
Brands ” Journal
by Frank H. Alpert and Michael A.
Kamins Quality
The quality of consumer’s product
Ordinal
Usefulness The usefulness of
consumer’s product Ordinal
Taste The taste of consumer’s
product Ordinal
Advertisement Attraction
The familiarity degree of product in
consumer’s mind Ordinal
Package The degree of
packaging attraction in consumer’s mind
Ordinal
Symbolization Status
The degree of symbolization status
Ordinal
2 Consumers’
Attitude X
2
Sources: “Principles of
Contemporary Marketing
” book by David L. Krutz
pg. 162-163; and “An Empirical
Investigation of Consumer
Memory, Attitude, and Perceptions
Toward Pioneer and Follower
Brands ” Journal
by Frank H. Alpert and Michael A.
Kamins Purchasing
behavior 1. The suggestion
reason from other consumers
2. The excitement of advertisement
Ordinal
Consumption of the
Product 1. The numbers of
consuming the product in a day
2. The numbers of consuming the
product in a month Ordinal
Consumer’s Loyalty
The loyalty of consuming the product
Ordinal
No Variable Sub variable
Indicator Scale
3 The Status of
Pioneer and Follower between
Brands
Source: “An Empirical
Investigation of Consumer
Memory, Attitude, and Perceptions
Toward Pioneer and Follower
Brands ” Journal
by Frank H. Alpert and Michael A.
Kamins Importance
The importance of status between pioneers
and follower brands in consumer’s mind
Ordinal
Favorable Perceptions
The degree of favorable perceptions towards the
product Ordinal
Consumer’s Preference
The preference of consuming the product
between pioneer and follower brands
Ordinal
CHAPTER IV FINDING AND RESULT
F. Companies Background
3. Philip Morris Co., Ltd., Inc. The Philip MorrisCo.,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. By the mid-1950s the Company had become a part of American
culture, and soon after it launched Philip Morris International to manufacture and market its products around the world.
