PENGARUH BRAND PERSONALITY TERHADAP LOYALITAS KONSUMEN (STUDI KASUS PADA MAHASISWA PENGGUNA AXE PARFUME DI FE - UNIKOM BANDUNG TAHUN 2007)

Brand personality is the specific mix of human traits that may be attributed

to a particular brand to create the bond between customer and brand since there

are similar personality between customer and brand, so it will lead to loyalty.

The purpose of this research is : know the brand Personality of AXE Parfume at

Study at Indonesian Computer University student’s Faculty of Economics , know the

degree of AXE Parfume customer loyalty Study at Indonesian Computer University

student’s Faculty of Economics and to know the influence of brand personality at

Indonesian Computer University student’s Faculty of Economic.

The method had been used in this research is descriptive and verificative.

The populations of the research are 737 and from the population had been

selected 88 respondents. The effect of brand personality on degree loyalty of the

consumers is examined statistically by correlation of rank spearman, the data

processing had been carried out by software of SPSS 14.0 for windows.

Based on the research could be know the degree of relation for brand

personality with the customer loyalty has viewed between two variable was very

strong and one way. And influence of brand personality was getting value for

43,29%, and the remains for 56,71% influenced by the other factor like price,

income and promotion factors. It means that brand personality has given will

stronger on influence for customer loyalty of AXE Parfume.