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

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.

REFERENCES

[1] Aaker, J., Fournier, S., & Brasel, S. 2004. When good brands do bad. Journal of Consumer Research, 31 (1), 1-16. http://dx.doi.org/10.1086%2F383419.

[2] Aaker J.L. 1997. Dimensions of Brand Personality. Journal of Marketing Research, 34 (3), 347-356. doi: 10.2307 / 3151897, http://dx.doi.org/10.2307/3151897.

[3] Asra, Yunelly, 2014, Unique Characteristics of Consumer Bengkalis, Inovbiz State Polytechnic Bengkalis, ISSN 2334-4840. Volume 2, Number 2. Page 15-24.

[4] ____, Yunelly, 2015, Models of Student Consumers' Response at Bengkalis, Inovbiz State Polytechnic of Bengkalis, ISSN 2338-4840, Volume 3 No. 1, June 2105, pp. 1-15.

[5] Assael, H. 2012, Consumer Behavior and Marketing Action, 9th ed. Cincinnati, OH: South-Western College Publishing.

[6] Azeen Saba etc, 2015, Element of The Retailing Marketing Mix: A Study of Different Retail Format In India, Business And Management Research of India, Vol 5, No. 4, pp. 51-61.

[7] Azoulay, Audrey and Jean-Noel Kapferer. 2008. Do Brands Personality Scales Really Measure Brand Personality? ". J Brand Management 11 (2), 143-155.

[8] Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73 (3), 52-68. http://dx.doi.org/10.1509%2Fjmkg.73.3.52.

[9] Ching-Jui Keng etc, 2012, Relationship between Brand Experience, Brand Personality and Customer Experiental Value, Contemporary Management Research, National Taipei University of Technology, vol 9, No. 3, pp 247-262.

[10] Dash JK etc, 2014, Brand Personality Mapping: A Study On Colas, Asian Journal of Management Research New Delhi, ISSN 2229-3795, Vol 3, Issue 1, p. 193-200.

[11] Dyastriningrum, 2009, Anthropology, Book Center of the National Department, Ministry of National Education, Jakarta.

[12] Ekstr�m, K. (2010). Introduction. In Ekstr�m, K. consumer behavior: a nordic

[13] perspective. Lund, Sweden: Student litteratur.

[14] Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. 200) .Multivariate data analysis (6th ed.) Upper Saddle, NJ: Pearson Prentice Hall.

[15] Jean-Marc Ferrandi etc, 2015, Aaker's Brand Personality Scale in French Context: A Replication and Preliminary Test of Its Validity, Proceeding of The 2000 Academy of Marketing Science (AMS) Annual Conference XXXIV, ISBN 978-3-319-11884-0 , pp. 1-13.

[16] Kotler, P. And Keller, K.L 2009, Marketing Management, 13th ed. Upper Saddle River, NJ: Prentice Hall.

[17] _____, Philip And Gary Armstrong. 2012. Principles of Marketing Volume I. Edition of the twelfth. Erland. Jakarta.

[18] Maehle, N., Celeotnes, O., & Supphellen, M. 2011. Consumers' perceptions of the dimensions of brand personality. Journal of Consumer Behavior, 10 (5), 290-303. http://dx.doi.org/10.1002/cb.355.

[19] Malholtra, N. 2007. Marketing Research An Applied Orientation. 5th ed. Prentice Hall. New York.
Rahayu Sri, 2012, Costumer Perceived Quality in Measuring Consumption Preference Toward Local and Imported Products, Asean Marketing Journal, Vol IV, No 2, Page 57-69.

[20] Reimann, M., Zaichkowsky, J., Neuhaus, C., Bender, T., & Weber, B. 2010. Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology, 20 (4), 431-441. http:/dx.doi.org/10.1016%2Fj.jcps.2010.06.009.

[21] Salehi Mehrdad etc, 2012, Dissimilarity of E-Marketing VS Traditional Marketing, International Journal of Academic Research in Business and Social Sciences Malaysia, ISSN 2222-6990 vol 2, No. 1, pp 510-5115.

[22] Sekaran, Uma. 2010, Research Methods for Business, 5th ed. Third Avenue, NY: John Wiley & Sons, Inc.

[23] Shoki Mohd etc, 2012, Determination of Brand Personality Dimension for a Laptop Computer Using Aaker's Brand Personality Scale, Society of Interdisciplinary Business Research, Malaysia, Vol 1, No. 1, pp. 114-125.