?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+DIMENSI+KEPRIBADIAN+MEREK+PADA%0D%0ANIAT+PEMBELIAN+MOBIL+TOYOTA+YARIS%0D%0A%0D%0ADI+PROVINSI+LAMPUNG&rft.creator=NABIL+ACHMAD+RANDI%2C+1511011128&rft.subject=330+Ekonomi&rft.description=The+car+manufacturing+industry+in+Indonesia+is+an+important+pillar+in+the%0D%0Acountry's+manufacturing+sector+because+many+of+the+world-famous+car+companies%0D%0Are-open+car+manufacturing+plants+or+increase+production+capacity+in+Indonesia%2C%0D%0Athe+country+with+the+largest+economy+in+Southeast+Asia.+The+type+of+car+that+is%0D%0Amuch+in+demand+by+the+people+of+Indonesia%2C+especially+young+people+is+hatchback.%0D%0AToyota+Astra+Motor+has+since+2006+provided+a+type+of+car+that+suits+the%0D%0Apersonality+of+the+youngster%2C+Toyota+Yaris.+The+design+language+carries+a+sporty%0D%0Aand+aggressive+design+theme+that+has+a+modern+and+stylish+aerodynamic+line+that%0D%0Ais+expected+to+suit+the+personality+of+young+people+in+Indonesia.+But+the+results+of%0D%0Athe+sale+of+the+Toyota+Yaris+nationally+have+not+been+able+to+defeat+its+rival%2C+the%0D%0AHonda+Jazz.+The+dimensions+of+brand+personality+on+a+product+describe+the%0D%0Anature+of+a+brand+which+ultimately+affects+one's+purchase+intention.%0D%0AThis+study+measures+whether+the+dimensions+of+brand+personality+influence%0D%0Apurchase+intentions+in+Toyota+Yaris+cars.+This+study+uses+a+purposive+sampling%0D%0Atechnique+for+sampling%2C+which+is+as+much+as+100+respondents+from+the+Lampung%0D%0AProvince+community.+The+analytical+method+used+is+using+multiple+linear%0D%0Aregression+analysis.+Hypothesis+testing+is+done+using+the+SPSS+18.0+program.+This%0D%0Astudy+shows+that+sincerity%2C+excitement%2C+competence%2C+sophistication%2C+ruggedness%2C%0D%0Ainfluence+the+intention+to+purchase+a+Toyota+Yaris+car+in+Lampung+Province.+This%0D%0Aresearch+is+expected+to+be+an+evaluation+for+Toyota+in+order+to+improve+the%0D%0Acharacteristics+of+the+Toyota+Yaris+to+increase+sales.%0D%0A%0D%0AKeywords%3A+Brand+Personality+Dimension%2C+Sincerity%2C+Excitement%2C+Competence%2C%0D%0ASophistication%2C+Ruggedness%2C+Purchase+Intention.%0D%0AIndustri+manufaktur+mobil+di+Indonesia+merupakan+sebuah+pilar+penting+dalam%0D%0Asektor+manufaktur+negara+ini+karena+banyak+perusahaan+mobil+yang+terkenal+di%0D%0Adunia+membuka+(kembali)+pabrik-pabrik+manufaktur+mobil+atau+meningkatkan%0D%0Akapasitas+produksinya+di+Indonesia%2C+negara+dengan+ekonomi+terbesar+di+Asia%0D%0ATenggara.+Tipe+mobil+yang+banyak+diminati+masyakarat+Indonesia+khususnya%0D%0Aanak+muda+adalah+hatchback.Toyota+Astra+Motor+sejak+tahun+2006+menyediakan%0D%0Atipe+mobil+yang+sesuai+dengan+kepribadian+anak+muda+yaitu+Toyota+Yaris.+Bahasa%0D%0Adesainnya+mengusung+tema+sporty+dan+aggresive+design+sehingga+memiliki+garis%0D%0Aaerodinamis+modern+dan+stylish+yang+diharapkan+sesuai+dengan+kepribadian+anak%0D%0Amuda+di+Indonesia.+Namun+hasil+penjualan+mobil+Toyota+Yaris+secara+nasional%0D%0Abelum+mampu+mengalahkan+rivalnya+yaitu+Honda+Jazz.+Dimensi+kepribadian%0D%0Amerek+pada+suatu+produk+menggambarkan+sifat+pada+suatu+merek+yang+pada%0D%0Aakhirnya+memengaruhi+niat+pembelian+seseorang.%0D%0APenelitian+ini+mengukur+apakah+dimensi+kepribadian+merek+memengaruhi+niat%0D%0Apembelian+pada+mobil+Toyota+Yaris.+Penelitian+ini+menggunakan+teknik+purposive%0D%0Asampling+untuk+pengambilan+sampel%2C+yaitu+sebanyak+100+respoden+masyarakat%0D%0AProvinsi+Lampung.+Metode+analisis+yang+digunakan+dengan+menggunakan%0D%0Aanalisis+regresi+linier+berganda.+Pengujian+hipotesis+dilakukan+dengan%0D%0Amenggunakan+program+SPSS+18.0.+Penelitian+ini+menunjukkan+bahwa+ketulusan%2C%0D%0Akegembiraan%2C+keandalan%2C+keduniawian%2C+dan+ketangguhan+berpengaruh+pada+niat%0D%0Apembelian+mobil+Toyota+Yaris+di+Provinsi+Lampung.+Penelitian+ini+diharapkan%0D%0Adapat+menjadi+evaluasi+bagi+Toyota+agar+memperbaiki+karakteristik+Toyota+Yaris%0D%0Asehingga+dapat+meningkatkan+penjualannya.%0D%0A%0D%0AKata+Kunci+%3A+Dimensi+Kepribadian+Merek%2C+Ketulusan%2C+Kegembiraan%2C+Keandalan%2C%0D%0AKeduniawian%2C+Ketangguhan%2C+Niat+Pembelian.&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2019&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F58461%2F1%2F1.%2520ABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F58461%2F2%2F2.%2520SKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F58461%2F3%2F3.%2520SKRIPSI%2520FULL%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++NABIL+ACHMAD+RANDI%2C+1511011128++(2019)+PENGARUH+DIMENSI+KEPRIBADIAN+MEREK+PADA+NIAT+PEMBELIAN+MOBIL+TOYOTA+YARIS+DI+PROVINSI+LAMPUNG.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F58461%2F