The influence of brand image and brand personality on customer brand preference of PT Toyota Perintis Perkasa Medan (Flamboyan branch)

Oscar, Shenly (2023) The influence of brand image and brand personality on customer brand preference of PT Toyota Perintis Perkasa Medan (Flamboyan branch). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadays cars are not only bought for transportation but now cars are bought to satisfy desires, live a luxurious lifestyle to show social status, even just as a hobby to satisfy the owner's desires, and also display such aesthetics like the Toyota car, which was founded by Kiichiro Toyoda on August 28, 1937, In Japan. Toyota produces or assembles cars for regional markets at most facilities in the world. Japan, Australia, India, Sri Lanka, Canada, Indonesia, Poland, South Africa, Turkey, Colombia, United Kingdom, United States, France, Brazil, and Portugal are just some of the countries where Toyota has manufacturing or assembly facilities. Business development has advanced and evolved at a rapid pace. Businesses must be informed of current trends and improve their Brand Image and Brand Personality to increase consumer Brand Preference. Primary data is used in this study, and questionnaires are sent to PT Perintis Perkasa (Flamboyan Branch) Medan. Data is evaluated using validity and reliability tests. The non-probability sampling method was used in this research. The data is analyzed using SPSS 25.0, and the research model is evaluated for normality, heteroscedasticity, multicollinearity, and linearity. Additionally, the data was investigated using multiple linear regression and the coefficient of determination test, as well as hypothesis testing using the F-Test and T-Test. The results obtained show that Brand Image has positive results on Brand Preference, Brand Personality also has a positive impact on Brand Preference, then both Brand Image and Brand Personality variables have a positive influence on Brand Preference at PT Perintis Perkasa (Flamboyan Branch) Medan. / Saat ini mobil tidak hanya dibeli untuk keperluan transportasi, namun kini mobil dibeli untuk memuaskan Hasrat manusia, menjalani gaya hidup mewah untuk menunjukkan status sosial, bahkan hanya sekedar hobi untuk memuaskan keinginan pemiliknya dan juga menampilkan estetika seperti mobil Toyota yang didirikan. oleh Kiichiro Toyoda pada 28 Agustus 1937 Di Jepang. Toyota memproduksi atau merakit mobil untuk pasar regional di sebagian besar fasilitas di dunia. Jepang, Australia, India, Sri Lanka, Kanada, Indonesia, Polandia, Afrika Selatan, Turki, Kolombia, Inggris, Amerika Serikat, Prancis, Brasil, dan Portugal hanyalah beberapa negara tempat Toyota memiliki fasilitas manufaktur atau perakitan. Saat ini perkembangan dunia usaha sudah maju dan berkembang dengan pesat. Bisnis harus mendapat informasi tentang tren saat ini dan meningkatkan Citra Merek dan Kepribadian Merek mereka untuk meningkatkan Preferensi Merek konsumen. Data primer digunakan dalam penelitian ini, dan kuesioner dikirimkan ke PT Perintis Perkasa (Cabang Flamboyan) Medan. Data dievaluasi menggunakan uji validitas dan reliabilitas. Metode non-probability sampling digunakan dalam penelitian ini. Data dianalisis menggunakan SPSS 25.0, dan model penelitian dievaluasi normalitas, heteroskedastisitas, multikolinearitas, dan linearitas. Pengujian data dilakukan dengan menggunakan regresi linier berganda dan uji koefisien determinasi, serta uji hipotesis menggunakan Uji F dan Uji T. Hasil yang diperoleh menunjukkan bahwa Brand Image mempunyai pengaruh positif terhadap Brand Preference, Brand Personality juga mempunyai pengaruh positif terhadap Brand Preference, kemudian baik variabel Brand Image maupun Brand Personality mempunyai pengaruh positif terhadap Brand Preference di PT Perintis Perkasa (Cabang Flamboyan) Medan.

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