Setiani, Titi and Dr. Antoni,, S.Sos, M.Si and Anang Sujoko,, S.Sos., M.Si., D.COMM (2018) Pengaruh Corporate Rebranding Terhadap Brand Equity (Studi Ekonomi Media Pada Radio Kencana Malang). Magister thesis, Universitas Brawijaya.
Abstract
Perusahaan media juga harus memperhatikan brand management. Studi ini menguji apakah corporate rebranding yang dilakukan dengan perubahan nama, logo dan slogan mempengaruhi brand equity pada perusahaan media, yaitu dalam penelitian ini adalah Radio Kencana Malang. Tidak hanya mengukur konsep corporate rebranding dan brand equity saja, penelitian juga menguji hubungan antara indikator yang dijadikan variabel, yaitu new identity dengan brand association, new image dengan brand association, new image dengan perceived quality, new image dengan brand loyalty, repositioning dengan brand association, repositioning dengan perceived quality dan repositioning dengan brand loyalty. Metode dalam penelitian ini menggunakan linear berganda dengan aplikasi SPSS. Menggunakan 110 responden yang merupakan advertiser Radio Kencana Malang pada tahun 2017. Penelitian ini menunjukkan adanya korelasi yang signifikan antara corporate rebranding terhadap brand equity, new identity dengan brand association, new image dengan brand association, repositioning dengan brand association new identity dengan perceived quality, new image dengan perceived quality, repositioning dengan brand loyalty, dan new identity dengan brand loyalty. Namun, tidak ada korelasi yang signifikan antara repositioning dengan perceived quality dan new image dengan brand loyalty pada Radio Kencana Malang.
English Abstract
Media companies are growing rapidly, along with technological advances, where the success of a media must be supported by brand management. This study examines corporate rebranding by changing name, logo and slogan in influencing brand equity in media companies. Not only to measure the concepts of corporate rebranding and brand equity, the study also examines the relationships between indicators that are used as variables, namely new identity with brand association, new image with brand association, new image with perceived quality, new image with brand loyalty, repositioning with brand association, repositioning with perceived quality and repositioning with brand loyalty. The method of analysis in this study using multiple linear with SPSS analysis. 110 respondents who are advertiser of Radio Kencana Malang in 2017. This study shows a significant effect between corporate rebranding to brand equity simultaneously, new identity with brand association, new image with brand association, repositioning with brand association, new identity with perceived quality, new image with perceived quality, repositioning with brand loyalty, and new identity with brand loyalty. However, there is no significant effect between repositioning with perceived quality and new image with brand loyalty on Radio Kencana Malang
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.827/FISIP/p/2019/041810081 |
| Uncontrolled Keywords: | Corporate rebranding, Brand Equity, Ekonomi Media, Corporate rebranding, brand equity, media firm, media economic |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | S2/S3 > Magister Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik |
| Depositing User: | Nur Cholis |
| Date Deposited: | 22 Aug 2022 04:22 |
| Last Modified: | 22 Aug 2022 04:22 |
| URI: | http://repository.ub.ac.id/id/eprint/193411 |
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