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.
The distribution of questionnaires are scattered within 8 Sub-districts in West Jakarta. The following is the distribution of questionnaires:
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.
As shown in the table 4.3. below stated the characteristics of respondents from Gender, Age, Occupation, Income per month, and the
cigarettes that they usually consume between Sampoerna A’Mild and Star Mild.
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
Less than Rp. 1,000,000.- 20
Rp. 1,000,000 - Rp. 4,000,000.- 59
More than Rp. 4,000,000.- 21
5 Consumption of Cigarettes
Sampoerna A’ Mild 81
Star Mild 19
Source : Primary Data As shown on the Table 4.3. above, firstly, from the gender
classification consist of 80 males and 20 females. Secondly, from age classification consist of 20 respondents in between 17 – 24 years old, 39
respondents in between 25 - 35 years old, 21 respondents in between 36 – 50 years old, and 20 respondent that are more than 51 years old. Thirdly,
from occupation classification consist of 20 respondents are Highschool and University students, 18 respondents are Entrepreneurs, 24
respondents are Office Employees, 37 respondents are Government Employees, and only 1 respondent that is uncategorized. Fourthly, from
the respondents income per month’s classification consist of 20 respondents that have income less than Rp. 1,000,000.-, 59 respondents
that have income between Rp. 1,000,000 – Rp. 4,000,000.-, and 21 respondents that have income more than Rp. 4,000,000.-. And lastly,
from the respondents’ choice of cigarettes consumption consist of 81 respondents choose to consume Sampoerna A’ Mild and 19 respondents
choose to consume Star Mild. All these interpretations will give us an introductional picture about the consumers’ perception and consumers’
attitude towards Sampoerna A’Mild as pioneer brand and Star Mild as follower brand.
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 Item-Total
Correlation Pearson
Correlation Cronb
ach α if Item
Deleted Desc.
Consumer Perception
X
1
1 0.597
0.351 0.920
Valid 2
0.467 0.351
0.921 Valid
3 0.584
0.351 0.920
Valid 4
0.456 0.351
0.922 Valid
5 0.419
0.351 0.922
Valid 6
0.478 0.351
0.921 Valid
7 0.740
0.351 0.918
Valid 8
0.393 0.351
0.923 Valid
9 0.383
0.351 0.923
Valid 10
0.647 0.351
0.919 Valid
11 0.535
0.351 0.920
Valid 12
0.523 0.351
0.921 Valid
Consumer Attitude
X
2
1 0.597
0.351 0.920
Valid 2
0.467 0.351
0.921 Valid
3 0.584
0.351 0.920
Valid 4
0.456 0.351
0.922 Valid
5 0.419
0.351 0.922
Valid 6
0.478 0.351
0.921 Valid
7 0.740
0.351 0.918
Valid 8
0.393 0.351
0.923 Valid
9 0.383
0.351 0.923
Valid 10
0.647 0.351
0.919 Valid
Sampoerna A’Mild as
Pioneer Brand and
Star Mild as Follower
Brand Y 1
0.740 0.351
0.918 Valid
2 0.647
0.351 0.919
Valid 3
0.740 0.351
0.918 Valid
4 0.585
0.351 0.920
Valid 5
0.688 0.351
0.918 Valid
H. Finding and Result
