Pengaruh rebranding terhadap brand awareness PT. Telemedia Dinamika Sarana pada media sosial Instagram = The impact of rebranding on brand awareness of PT. Telemedia Dinamika Sarana on Instagram

Christian, Harry (2024) Pengaruh rebranding terhadap brand awareness PT. Telemedia Dinamika Sarana pada media sosial Instagram = The impact of rebranding on brand awareness of PT. Telemedia Dinamika Sarana on Instagram. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Rebranding adalah proses strategis yang dilakukan oleh sebuah perusahaan atau organisasi untuk mengubah citra merek mereka dengan memperbarui elemen-elemen utama seperti logo, nama, slogan, desain visual, dan bahkan nilai-nilai inti serta pesan merek. Brand awareness adalah tingkat pengenalan dan pengetahuan konsumen terhadap suatu merek. Ini mencakup seberapa baik konsumen dapat mengenali atau mengingat merek tertentu dan mengaitkannya dengan produk atau layanan yang ditawarkan. Penelitian ini mengkaji pengaruh rebranding terhadap brand awareness PT. Telemedia Dinamika Sarana pada Instagram. Studi ini bertujuan untuk mengetahui pengaruh elemen-elemen rebranding tersebut terhadap brand awareness di kalangan pengikut Instagram. Kerangka teori yang digunakan adalah Model Customer-Based Brand Equity (CBBE). Penelitian kuantitatif eksplanatif ini menggunakan sampel sebanyak 102 orang yang dipilih dari pengikut akun Instagram Gasnet dengan pendekatan simple random sampling dan rumus Slovin dengan tingkat toleransi 10%. Kuesioner terdiri dari 30 butir pernyataan yang mewakili setiap variabel. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan software SmartPLS 4. Hasil penelitian menunjukkan bahwa rebranding berpengaruh signifikan terhadap brand awareness, dengan tingkat pengaruh yang berbeda-beda pada setiap variabel. / Rebranding is a strategic process undertaken by a company or organization to change its brand image by updating key elements such as the logo, name, slogan, visual design, and even core values and brand messaging. Brand awareness is the level of recognition and knowledge consumers have about a brand, encompassing how well they can identify or recall a specific brand and associate it with its products or services. This study examines the impact of rebranding on the brand awareness of PT. Telemedia Dinamika Sarana on Instagram. The study aims to determine the influence of these rebranding elements on brand awareness among Instagram followers. The theoretical framework used is the Customer-Based Brand Equity (CBBE) Model. This quantitative explanatory research employs a sample of 102 individuals selected from Gasnet's Instagram followers using simple random sampling and Slovin's formula with a 10% tolerance level. The questionnaire consists of 30 statements representing each variable. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. The results show that rebranding significantly affects brand awareness, with varying degrees of impact across different variables.

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