PENGARUH REBRANDING DAN PERUBAHAN CITRA PERUSAHAAN XL AXIATA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kuantitatif Perubahan Nama, Logo, Slogan XL Axiata dan Citra Perusahaan terhadap Keputusan Pembelian Produk XL di Kota Tasikmalaya)

Ichsan Gumilar, NPM. 198080021 (2021) PENGARUH REBRANDING DAN PERUBAHAN CITRA PERUSAHAAN XL AXIATA TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Kuantitatif Perubahan Nama, Logo, Slogan XL Axiata dan Citra Perusahaan terhadap Keputusan Pembelian Produk XL di Kota Tasikmalaya). Thesis(S2) thesis, UNIVERSITAS PASUNDAN.

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Abstract

XL Axiata in Indonesia, especially in Tasikmalaya City area, carried out a Rebranding Program to be precise in 2019 regarding changes to the XL Axiata logo, name and slogan. related to changes in the logo, name and slogan of XL Axiata. The Key Performance Indicators (KPI) score for Increasing Purchase Decisions by XL Axiata Users After Rebranding in Tasikmalaya City in December 2018 before the rebranding program was carried out was at 60%. In the month of implementation of the rebranding program, in December 2019, the KPI score increased by 73.5%. However, in December 2020 after the rebranding program, this KPI score experienced a significant decrease of 68%. The purpose of this thesis research was to determine the extent of the influence of rebranding of name, slogan, and logo on purchasing decisions, to determine the extent of the influence of corporate image on purchasing decisions, to determine the extent of the influence of rebranding and corporate image on purchasing decisions. The method used in this research is a survey with explanatory research type. The research population of object users related to the problem to be studied are regular users of XL Axiata products aged 17 to 35 years until December 2020 with a total of 300 people, and the sampling technique used is simple random sampling using the slovin formula as many as 75 respondents. Data collection techniques through questionnaires, interviews and documentation. Hypothesis testing using path analysis correlation analysis. The results of the study the coefficient of determination (R2) was 0.567 or (56.7%). This shows that 56.7% of Purchase Decisions are influenced by Rebranding and Corporate Image variables, while 43.3% are influenced by other variables not included in the research model.The conclusion of this research is that there is a linear relationship between the rebranding variable and the company's image on purchasing decisions. Keywords: Rebranding, Company Image, and Purchase Decision.

Item Type: Thesis (Thesis(S2))
Subjects: RESEARCH REPORT
Divisions: Pascasarjana > S2-Ilmu Komunikasi 2021
Depositing User: asep suryana
Date Deposited: 16 Sep 2021 03:18
Last Modified: 16 Sep 2021 03:18
URI: http://repository.unpas.ac.id/id/eprint/52583

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