THE DOMINANT FACTORS OF PURCHASE SITUATION TOWARD WHITE CIGARETTE (A CASE STUDY AT PRESIDENT UNIVERSITY)

Abstract

This research is about identified and analyzed the dominant factor which is purchase situation of white cigarette choice of President University’s students. Business competitions faced by the companies are getting tight than ever. Because of that, company should have a good marketing strategy and also have to maintain their customers. This research was designed to using quantitative research, which involves analysis of numerical data in attempt to explain the behavior observed. This research use questionnaires to collect the data. Likert scale is use to measure the data, it is by collect entire statement that has connection with investigated problems. Based on the analysis, the researcher found that President University’s students mostly the male are smoker. Most of them are kretek cigarette smoker. Only few of them consumed white cigarette. Because of that, the researcher does the research why the students choose kretek cigarette rather than white cigarette, whereas the kretek cigarette is more dangerous. One of the factor why they are smoking white cigarette is because they want to minimize the negative risk and influence by their friends. Smoking makes them create higher confidence level and personal appearance. Maybe it is one of the way for them to associate with their friends. All of cigarettes are dangerous, either mild or not. But, in their mind the word ‘mild’ is still okay for them, is not too harmful. The researcher suggest to President University’s students who are smokers, smoking is not good for health, which white or kretek are the same. Don’t look the ‘mild’ or ‘soft’, cigarette is dangerous for health.