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IJSTR >> Volume 6 - Issue 12, December 2017 Edition

International Journal of Scientific & Technology Research  
International Journal of Scientific & Technology Research

Website: http://www.ijstr.org

ISSN 2277-8616

Forming Factors And Builder Indicators Of Brand Personality Models In Traditional Retail Traders

[Full Text]



Yunelly Asra, Teguh Widodo



Brand Personality, Retail Mix, Cultural



This study aims to find the factors forming and indicator builder model of brand personality of traditional retail traders through measuring the influence of retail mix and culture. The formation of brand personality uses Aaker brand personality dimension to 250 consumers in Bengkalis Regency. The type of research is causal research design. The research variables are brand personality, Retail Mix and Brand Personality. Data collection is done by probability sampling with purposive method. Data analysis was done by perception analysis, frequency distribution and multiple regression using SPSS version 21.0. The results of this study are: The factor of retail mix partially has a positive and significant impact on the brand personality of traditional retail traders in Bengkalis Regency. Factor cultural partially does not affect the brand personality of traditional retail traders in Bengkalis Regency. Simultaneously, retail mix and cultural have positive and significant influence on traditional brand trader's brand personality in Bengkalis Regency. Initial forming factor of brand personality model of traditional retail traders in Bengkalis Regency is Retail Mix Factor. Indicator of the model of traditional trader's brand personality builder in Bengkalis are: sincerity, excitement, competence, sophistication, competence, ruggedness.



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