Yusuf, Dawam Anwar (2017) Pengaruh Consumer Personality, Brand Personality, Dan Corporate Personality Terhadap Brand Preference (Studi Pada Konsumen Mobil Merek Toyota Avanza di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kepribadian konsumen, kepribadian merek, dan kepribadian perusahaan terhadap pilihan merek oleh konsumen mobil merek Toyota Avanza di Kota Malang. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel – variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 100 responden yang diambil dari populasi konsumen mobil merek Toyota Avanza di Kota Malang. Pengambilan sampel menggunakan teknik purposive sampling dengan karakteristik sampel yaitu responden yang pernah membeli atau telah memiliki mobil merek Toyota Avanza minimal selama satu tahun, berusia minimal 17 tahun, dan telah menetap di Kota Malang lebih dari satu. Alat uji yang digunakan untuk menguji instrumen penelitian ini berupa uji validitas, uji reliabilitas, dan uji asumsi klasik. Uji hipotesis dilakukan dengan menggunakan uji f dan uji t. Teknik analisis data menggunakan analisis linear berganda. Hasil penelitian menunjukkan bahwa kepribadian konsumen, kepribadian merek dan kepribadian perusahaan secara bersama - sama memiliki pengaruh yang signifikan terhadap pilihan merek. Variabel kepribadian konsumen dan kepribadian merek secara parsial memiliki pengaruh signifikan terhadap variabel pilihan merek, sedangkan variabel kepribadian perusahaan tidak. Penelitian ini juga membuktikan bahwa kepribadian merek merupakan variabel yang memiliki pengaruh paling dominan terhadap variabel pilihan merek.
English Abstract
This study aims to determine the influence of consumer personality, brand personality, and corporate personality against brand preference by consumers of Toyota Avanza in Malang city. This type of research is explanatory research that explains the causal relationship between the variables through hypothesis testing. This study used a sample of 100 respondents drawn from the population of Toyota Avanza brand car consumers in Malang. Sampling using purposive sampling technique with sample characteristics of respondents who had bought or have owned Toyota Avanza brand car for at least one year, at least 17 years old, and have settled in Malang more than one. The test instrument used to test the instrument of this research in the form of validity test, reliability test, and classical assumption test. Hypothesis test is done by using f test and t test. Data analysis techniques use multiple linear analysis. The results show that the consumer personality, brand personality and corporate personality together have a significant influence on brand preference. Variable consumer personality and brand personality partially have significant influence on brand preference variable, while variable corporate personality not. This study also proves that brand personality is the variable that has the most dominant influence on brand preference variables.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/27/051801987 |
| Uncontrolled Keywords: | Kepribadian Konsumen, Kepribadian Merek, Kepribadian Perusahaan, Pilihan Merek |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 02 May 2018 04:28 |
| Last Modified: | 03 Nov 2021 01:54 |
| URI: | http://repository.ub.ac.id/id/eprint/10115 |
![[thumbnail of BAB IV.pdf]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text
BAB IV.pdf Restricted to Registered users only Download (619kB) |
|
Text
BAB V.pdf Restricted to Registered users only Download (107kB) |
|
Text
DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (134kB) |
|
Text
BAGIAN DEPAN.pdf Restricted to Registered users only Download (538kB) |
|
Text
BAB I.pdf Restricted to Registered users only Download (279kB) |
|
Text
Lampiran - lampiran.pdf Restricted to Registered users only Download (468kB) |
|
Text
BAB II.pdf Restricted to Registered users only Download (424kB) |
|
Text
BAB III.pdf Restricted to Registered users only Download (415kB) |
Actions (login required)
 |
View Item |