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 Reliability test is aimed to know the consistency of questionnaire.
From the table 4.5. the score for Cronbach’s Alpha is 0.923. Certain instruments could be said as reliable if gain coefficient above 0.60,
therefore can be summarize the alpha result from all questionnaires is very high. This shows that the whole items of questionnaires could be use
for further research and if the same question is distributed, the answer to it will not be far differed with the previous answers.
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 The data that is ready for processing will be continued by using
SPSS 16.0 version. The question at second section is using nominal scale and the other question is measure by likert scale that use 1-5
measurement number, where 1 is representing “strongly disagree” and 5 is representing “strongly agree”.
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
The table 4.6. shown the importance of status between pioneer brands and follower brands in consumers’ mind within West Jakarta
market and the results indicate that most of consumers in West Jakarta have a strong agreement that the status of Pioneer Brands and
Follower Brands of Sampoerna A’Mild and Star Mild is really important. It represents in the table 4.6. above that 40 of total
respondents have strongly agree opinion, 37 of total respondents have agree opinion, 10 of total respondents have neutral opinion,
7 of total respondents have disagree opinion, and 6 of total respondents have strongly disagree opinion.
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
Total 100
100
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.
It represents in the table 4.7. above that 47 of total respondents have strongly agree opinion, 30 of total respondents have agree
opinion, 13 of total respondents have neutral opinion, 6 of total respondents have disagree opinion, and 4 of total respondents have
strongly disagree opinion towards positive image of Sampoerna A’Mild as pioneer brands perceived in their mind, and 7 of total
respondents have strongly agree opinion, 7 of total respondents have agree opinion, 16 of total respondents have neutral opinion,
43 of total respondents have disagree opinion, and 27 of the respondents have strongly disagree opinion towards positive image
of Star Mild as follower brands perceived in their mind.
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
Total 100
100
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. It represents in the table 4.8. above that 38 of total respondents
have strongly agree opinion, 22 of total respondents have agree opinion, 20 of total respondents have neutral opinion, 5 of total
respondents have disagree opinion, and 15 of total respondents have strongly disagree opinion towards pereference of consuming
Sampoerna A’Mild because of its pioneer status, and 14 of total respondents have strongly agree opinion, 6 of total respondents
have agree opinion, 22 of total respondents have neutral opinion, 24 of total respondents have disagree opinion, and 34 of total
respondents have strongly disagree opinion towards preference of consuming 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 Total
100 100
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. It represents in the table 4.9. above that 50 of total respondents
have strongly agree opinion, 24 of total respondents have agree opinion, 7 of total respondents have neutral opinion, 4 of total
respondents have disagree opinion, and 15 of total respondents have strongly disagree opinion towards high quality of Sampoerna
A’Mild as pioneer brands, and 16 of total respondents have strongly agree opinion, 3 of total respondents have agree opinion,
40 of total respondents have neutral opinion, 25 of total respondents have disagree opinion, and 16 of total respondents
have strongly disagree opinion towards 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
Total 100
100
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. It represents in the table 4.10. above that 48 of total
respondents have strongly agree opinion, 26 of total respondents have agree opinion, 7 of total respondents have neutral opinion,
9 of total respondents have disagree opinion, and 10 of total respondents have strongly disagree opinion towards high benefit of
Sampoerna A’Mild as pioneer brands, and 11 of total respondents have strongly agree opinion, 8 of total respondents have agree
opinion, 37 of total respondents have neutral opinion, 23 of total respondents have disagree opinion, and 21 of total respondents
have strongly disagree opinion towards high benefit of Star Mild as follower brands.
Table 4.11. The Taste of Sampoerna A’Mild as Pioneer Brands and Star Mild as
Follower Brands in Consumer’s Mind Good taste perception of Sampoerna A’Mild perceived in
consumer’s mind Evaluation
Frequency Percentage
Strongly Agree 49
49 Agree
27 27
Neutral 5
5 Disagree
9 9
Strongly Disagree 10
10 Total
100 100
Good taste 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 Total
100 100
The table 4.11. shown the taste 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 good taste while they choose neutral opinion towards the good taste of Star Mild as Follower Brands.
It represents in the table 4.11. above that 49 of total respondents have strongly agree opinion, 27 of total respondents
have agree opinion, 5 of total respondents have neutral opinion, 9 of total respondents have disagree opinion, and 10 of total
respondents have strongly disagree opinion towards good taste of Sampoerna A’Mild as pioneer brands, and 11 of total respondents
have strongly agree opinion, 8 of total respondents have agree opinion, 37 of total respondents have neutral opinion, 23 of total
respondents have disagree opinion, and 21 of total respondents have strongly disagree opinion towards good taste of Star Mild as
follower brands.
Table 4.12. The Advertisement Attraction of Sampoerna A’Mild as Pioneer
Brands and Star Mild as Follower Brands in Consumer’s Mind Attractive advertisement perception of Sampoerna A’Mild
perceived in consumer’s mind Evaluation
Frequency Percentage
Strongly Agree 52
52 Agree
20 20
Neutral 9
9 Disagree
15 15
Strongly Disagree 4
4 Total
100 100
Attractive advertisement perception of Star Mild perceived in consumer’s mind
Evaluation Frequency
Percentage Strongly Agree
14 14
Agree 5
5 Neutral
18 18
Disagree 40
40 Strongly Disagree
23 23
Total 100
100
The table 4.12. shown the advertisement attraction 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 an
attractive advertisement while they disagree that Star Mild as Follower Brands have an attractive advertisement.
It represents in the table 4.12. above that 52 of total respondents have strongly agree opinion, 20 of total respondents
have agree opinion, 9 of total respondents have neutral opinion, 15 of total respondents have disagree opinion, and 4 of total
respondents have strongly disagree opinion towards attractive advertisement of Sampoerna A’Mild as pioneer brands, and 14 of
total respondents have strongly agree opinion, 5 of total respondents have agree opinion, 18 of total respondents have
neutral opinion, 40 of total respondents have disagree opinion, and 23 of total respondents have strongly disagree opinion towards
attractive advertisement of Star Mild as follower brands.
Table 4.13. The Packaging Attraction of Sampoerna A’Mild as Pioneer Brands
and Star Mild as Follower Brands in Consumer’s Mind Attractive packaging perception of Sampoerna A’Mild perceived
in consumer’s mind Evaluation
Frequency Percentage
Strongly Agree 39
39 Agree
11 11
Neutral 31
31 Disagree
12 12
Strongly Disagree 7
7 Total
100 100
Attractive packaging perception of Star Mild perceived in consumer’s mind
Evaluation Frequency
Percentage Strongly Agree
5 5
Agree 7
7 Neutral
47 47
Disagree 19
19 Strongly Disagree
22 22
Total 100
100
The table 4.13. shown the packaging attraction 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 an attractive packaging
while they choose neutral opinion towards the packaging attraction of Star Mild as follower brands.
It represents in the table 4.13. above that 39 of total respondents have strongly agree opinion, 11 of total respondents
have agree opinion, 31 of total respondents have neutral opinion, 12 of total respondents have disagree opinion, and 7 of total
respondents have strongly disagree opinion towards attractive advertisement of Sampoerna A’Mild as pioneer brands, and 5 of
total respondents have strongly agree opinion, 7 of total respondents have agree opinion, 47 of total respondents have
neutral opinion, 19 of total respondents have disagree opinion, and 22 of total respondents have strongly disagree opinion towards
attractive advertisement of Star Mild as follower brands.
Table 4.14. The Representation of Simbolization Status of Sampoerna A’Mild as
Pioneer Brands and Star Mild as Follower Brands Towards Consumers
Sampoerna A’Mild represents the consumer’s symbolization status Evaluation
Frequency Percentage
Strongly Agree 51
51 Agree
19 19
Neutral 11
11 Disagree
2 2
Strongly Disagree 17
17 Total
100 100
Star Mild represents the consumer’s symbolization status Evaluation
Frequency Percentage
Strongly Agree 16
16 Agree
3 3
Neutral 8
8 Disagree
23 23
Strongly Disagree 50
23 Total
100 100
The table 4.14. shown the representation of simbolization status of Sampoerna A’Mild as pioneer brands and Star Mild as follower
brands towards consumers 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 represents the
consumer’s symbolization status while they strongly disagree towards the representation of symbolization status of Star Mild as
Follower Brands. It represents in the table 4.14. above that 51 of total
respondents have strongly agree opinion, 19 of total respondents have agree opinion, 11 of total respondents have neutral opinion,
2 of total respondents have disagree opinion, and 17 of total respondents have strongly disagree opinion towards symbolization
status of Sampoerna A’Mild as pioneer brands towards consumers, and 16 of total respondents have strongly agree opinion, 3 of
total respondents have agree opinion, 8 of total respondents have neutral opinion, 23 of total respondents have disagree opinion, and
50 of total respondents have strongly disagree opinion towards symbolization status of Star Mild as follower brands towards
consumers.
c. Consumers’ Attitude Variable 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 Purchase Sampoerna A’Mild because of suggestion from families
or friends Evaluation
Frequency Percentage
Strongly Agree 15
15 Agree
12 12
Neutral 44
44 Disagree
12 12
Strongly Disagree 17
17 Total
100 100
Purchase Star Mild because of suggestion from families or friends Evaluation
Frequency Percentage
Strongly Agree 11
11 Agree
9 9
Neutral 51
51 Disagree
15 15
Strongly Disagree 14
14 Total
100 100
The table 4.15. shown the purchasing behavior of Sampoerna A’Mild as pioneer brands and Star Mild as follower brands because
of suggestion from families or friends within West Jakarta market and the results indicate that most of consumers in West Jakarta
choose a neutral opinion towards the purchasing behavior of Sampoerna A’Mild and Star Mild because of families or friends
reason. It represents in the table 4.15. above that 15 of total
respondents have strongly agree opinion, 12 of total respondents have agree opinion, 44 of total respondents have neutral opinion,
12 of total respondents have disagree opinion, and 17 of total respondents have strongly disagree opinion towards the purchasing
behavior of Sampoerna A’Mild as pioneer brands because of suggestion from families or friends, and 11 of total respondents
have strongly agree opinion, 9 of total respondents have agree opinion, 51 of total respondents have neutral opinion, 15 of total
respondents have disagree opinion, and 14 of total respondents have strongly disagree opinion towards purchasing behavior of Star
Mild as follower brands because of suggestion from families or friends.
Table 4.16. The Purchasing Behavior of Sampoerna A’Mild as Pioneer Brands
and Star Mild as Follower Brands Because of Attractive Advertisement
Purchase Sampoerna
A’Mild because of its attractive
advertisement Evaluation
Frequency Percentage
Strongly Agree 52
52 Agree
20 20
Neutral 9
9 Disagree
15 15
Strongly Disagree 4
4 Total
100 100
Purchase Star Mild because of its attractive advertisement Evaluation
Frequency Percentage
Strongly Agree 14
14 Agree
5 5
Neutral 18
18 Disagree
40 40
Strongly Disagree 23
23 Total
100 100
The table 4.16. shown the purchasing behavior of Sampoerna A’Mild as pioneer brands and Star Mild as follower brands within
West Jakarta market because of its attractive advertisement and the results indicate that most of consumers in West Jakarta have a strong
agreement towards their purchasing behavior of Sampoerna A’Mild because its attractive advertisement while they disagree that they
purchase Star Mild because of its attractive advertisement. It represents in the table 4.16. above that 52 of total
respondents have strongly agree opinion, 20 of total respondents have agree opinion, 9 of total respondents have neutral opinion,
15 of total respondents have disagree opinion, and 4 of total respondents have strongly disagree opinion towards the purchasing
behavior of Sampoerna A’Mild as pioneer brands because of its attractive advertisement, and 14 of total respondents have strongly
agree opinion, 5 of total respondents have agree opinion, 18 of total respondents have neutral opinion, 40 of total respondents
have disagree opinion, and 23 of total respondents have strongly disagree opinion towards purchasing behavior of Star Mild as
follower brands because of its attractive advertisement.
Table 4.17. The Consumption of Sampoerna A’Mild as Pioneer Brands and Star
Mild as Follower Brands 2 Packs Per Day Consuming 2 packs of Sampoerna A’Mild per day
Evaluation Frequency
Percentage Strongly Agree
51 51
Agree 21
21 Neutral
9 9
Disagree 3
3 Strongly Disagree
16 16
Total 100
100 Consuming 2 packs of Star Mild per day
Evaluation Frequency
Percentage Strongly Agree
15 15
Agree 4
4 Neutral
7 7
Disagree 27
27 Strongly Disagree
47 47
Total 100
100
The table 4.17. shown the consumption of Sampoerna A’Mild as pioneer brands and Star Mild as follower brands 2 packs per day of
consumers within West Jakarta market and the results indicate that most of consumers in West Jakarta have a strong agreement towards
their consumption behavior of Sampoerna A’Mild 2 packs per day while they strongly disagree that they consume Star Mild 2 packs per
day. It represents in the table 4.17. above that 51 of total
respondents have strongly agree opinion, 21 of total respondents have agree opinion, 9 of total respondents have neutral opinion,
3 of total respondents have disagree opinion, and 16 of total respondents have strongly disagree opinion towards the consumption
behavior of Sampoerna A’Mild as pioneer brands 2 packs per day, and 15 of total respondents have strongly agree opinion, 4 of
total respondents have agree opinion, 7 of total respondents have neutral opinion, 27 of total respondents have disagree opinion, and
47 of total respondents have strongly disagree opinion towards the consumption behavior of Star Mild as follower brands 2 packs per
day.
Table 4.18. The Consumption of Sampoerna A’Mild as Pioneer Brands and Star
Mild as Follower Brands 5 Slops Per Month
Consuming 5 slops of Sampoerna A’Mild per month Evaluation
Frequency Percentage
Strongly Agree 31
31 Agree
23 23
Neutral 27
27 Disagree
7 7
Strongly Disagree 12
12 Total
100 100
Consuming 5 slops of Star Mild per month Evaluation
Frequency Percentage
Strongly Agree 11
11 Agree
8 8
Neutral 14
14 Disagree
27 27
Strongly Disagree 40
40 Total
100 100
The table 4.18. shown the consumption of Sampoerna A’Mild as pioneer brands and Star Mild as follower brands 5 slops per month of
consumers within West Jakarta market and the results indicate that most of consumers in West Jakarta have a strong agreement towards
their consumption behavior of Sampoerna A’Mild 5 slops per month while they strongly disagree that they consume Star Mild 5 slops per
month. It represents in the table 4.18. above that 31 of total
respondents have strongly agree opinion, 23 of total respondents have agree opinion, 27 of total respondents have neutral opinion,
7 of total respondents have disagree opinion, and 12 of total respondents have strongly disagree opinion towards the consumption
behavior of Sampoerna A’Mild as pioneer brands 5 slops per month, and 11 of total respondents have strongly agree opinion, 8 of
total respondents have agree opinion, 14 of total respondents have neutral opinion, 27 of total respondents have disagree opinion, and
40 of total respondents have strongly disagree opinion towards the consumption behavior of Star Mild as follower brands 5 slops per
month.
Table 4.19. The Loyalty of Purchasing and Consuming Sampoerna A’Mild as
Pioneer Brands and Star Mild as Follower Brands Always loyal towards Sampoerna A’Mild
Evaluation Frequency
Percentage Strongly Agree
50 50
Agree 27
27 Neutral
4 4
Disagree 5
5 Strongly Disagree
14 14
Total 100
100 Always loyal towards Star Mild
Evaluation Frequency
Percentage Strongly Agree
17 17
Agree 2
2 Neutral
10 10
Disagree 21
21 Strongly Disagree
50 50
Total 100
100
The table 4.19. shown the loyalty of purchasing and consuming Sampoerna A’Mild as pioneer brands and Star Mild as follower
brands of consumers within West Jakarta market and the results indicate that most of consumers in West Jakarta have a strong
agreement towards their loyalty behavior of Sampoerna A’Mild while they strongly disagree towards their loyalty behavior of Star
Mild. It represents in the table 4.19. above that 50 of total
respondents have strongly agree opinion, 27 of total respondents have agree opinion, 4 of total respondents have neutral opinion,
5 of total respondents have disagree opinion, and 14 of total respondents have strongly disagree opinion towards the loyalty
behavior of Sampoerna A’Mild as pioneer brands, and 17 of total respondents have strongly agree opinion, 2 of total respondents
have agree opinion, 10 of total respondents have neutral opinion, 21 of total respondents have disagree opinion, and 50 of total
respondents have strongly disagree opinion towards the loyalty behavior of Star Mild as follower brands
I. Classical Assumption Test
1. Autocorrelation Test Table 4.20.
Durbin Watson Durbin Watson
Conclusion Less than 1.10
Autocorrelation available 1.10 - 1.54
Without conclusion 1.55 - 2.46
No autocorrelation available 2.46 - 2.90
Without conclusion More than 2.91
Autocorrelation available Source: Muhammad Firdaus 2004:101
Autocorrelation test in certain model is aimed to know the availability of correlation between disturbance variable e
1
in the previous period e
t-1
. Autocorrelation test can be made by using Durbin Watson Test.
Table 4.21. Autocorrelation Test
Model Summary
b
Model Durbin Watson
1 1.950
a. Predictor Constant: Consumers’ Perception, Consumers’ Attitude
b. Dependent Variable: Sampoerna A’Mild as Pioneer Brands and Star Mild as Follower Brands
To know whether there is autocorrelation or not, it can be seen through a certainty in the table 4.20. Durbin Watson. The result of
Durbin Watson test used SPSS version 16 is 1.950 with the standard of significant 0.05, according to the table 4.21. there is no autocorrelation in
this multiple linear regression models, and this model is suitable to be
used.
2. Multicollinearity Multicollinearity is used to show the linearity between independent
variables in the regression model. Usually, the correlation is nearly perfect or perfect enough. If the value of variable in VIF Variance
Inflation Factor more than 10 and the value of tolerance less than 0.10, means there is any multicollinearity in the model. The function of
tolerance is to measure independent variable which doesn’t explained by other variance independent variable. The value cut off that commonly use
to show multicollinearity is tolerance less than 0.10.
Table 4.22. Multicollinearity Test
Coefficients
a
Model Unstandardized
Coefficients Standardized
Coefficients t
Sig. Collinearity Statistics
B Std.Error
Beta Tolerance
VIF 1 Constant
15.731 2.851
5.518 .000
Consumers’ Perception
.422 .107
.376 3.933
.000 .623
1.604 Consumers’
Attitude .087
.096 .087
.906 .367
.623 1.604
a. Dependent variable: Sampoerna A’Mild as Pioneer Brands and Star
Mild as Follower Brands
Based on the table 4.22. above, the value of tolerance is not less than 0.1 and the value of VIF Variance Inflation Factor not more than 10,
meaning that this analysis doesn’t indicate tendency towards variable multicollinearity research, so that it can be concluded that this research is
supported by classical theory and reasonable use in testing.
3. Heteroskesdastisity Graphic 4.1.
Based on image data and spread around the zero point and the absence of a specific pattern in the distribution of data. So it can be
concluded that no symptoms of heteroskesdastisity occur on this regression model, and the absence of a clear distribution of the dots
above and below zero on the zero axis in the Y axis, this means there is not heteroskedastisity on the model. Therefore it could be concluded that
the regression model doesn’t have any serious problem. In other words that residual variance model from one observation to other observation is
4 2
-2 -4
Regression Standardized Predicted Value
3 2
1
-1 -2
-3
R e
g re
s s
io n
S ta
n d
a rd
iz e
d R
e s
id u
a l
Dependent Variable: Brandswitching Scatterplot
Scatterplot Dependent Variable:
Sampoerna A’Mild as Pioneer Brands and Star Mild as Follower Brands
constant or homokesdastisity. This finding shows that multiple regression model is suitable to be used in this research.
4. Normality Data Graphic 4.2.
From the Graphic 4.2. above, the plot of normality plots spreading around diagonal and it means it has normal distribution.
According to autocorrelation, multicollinearity, heteroskesdastisity and normality test, the requirement of continuing to regression test has
been fulfilled.
1.0 0.8
0.6 0.4
0.2 0.0
Observed Cum Prob
1.0 0.8
0.6 0.4
0.2 0.0
E x
p e
c te
d C
u m
P ro
b
Dependent Variable: Brandswitching Normal P-P Plot of Regression Standardized Residual
Normal P-Plot of Regression Standardized Residual Dependent Variable:
Sampoerna A’Mild as Pioneer Brands and Star Mild as Follower Brands
J. Multiple Linear Regression
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