Strategi rebranding sour sally dalam mempertahankan loyalitas konsumen

Nathania, Christabella (2016) Strategi rebranding sour sally dalam mempertahankan loyalitas konsumen. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Kesadaran masyarakat akan healthy lifestyle dan perkembangan trend yang terjadi di era modernisasi menjadi sebuah peluang bagi bisnis Indonesia khususnya dalam bidang kuliner. Sour Sally merupakan merek frozen yogurt Indonesia merasa bahwa ini adalah saat yang tepat untuk melakukan suatu strategi dengan memanfaatkan peluang yang ada, dengan tujuan untuk mengatasi kelesuan penjualan yang mereka hadapi dan upaya menjaga loyalitas konsumen agar tidak beralih kepada merek lain. Dengan strategi rebranding ini diharapkan Sour Sally kembali mendapatkan perhatian besar dari publik yang mendorong terjadinya kenaikan tingkat penjualan yang juga disebabkan oleh kembalinya minat beli konsumen akan produk Sour Sally. Oleh karena itu dibutuhkan penelitian bagaimana strategi rebranding ini dilakukan untuk mempertahakan loyalitas konsumen, serta mengapa strategi rebranding tersebut dipilih sebagai cara untuk mempertahakan loyalitas konsumen. Penelitian ini menggunakan pendekatan kualitatif dengan metode penelitian studi kasus. Data penelitian ini dikumpulkan dari data primer yang diperoleh melalui wawacara kepada key informant yang merupakan CEO dan Brand Manager Sour Sally dan informan yang adalah konsumen loyal Sour Sally, observasi non-partisipan dan dokumentasi perusahaan, serta data sekunder yang diperoleh dari studi kepustakaan dan berbagai sumber relevan yang diperoleh melalui internet. Hasil penelitian ini menunjukan bahwa strategi rebranding yang dilakukan mampu mempertahakan loyalitas konsumen dan terlebih lagi Sour Sally mampu membuat suatu fenomena dalam dunia kuliner dengan menciptakan The First World’s Black frozen Yogurt. / Public awareness of healthy lifestyle and developments of trends that occurred in the era of modernization opening a huge business opportunity for Indonesian company, especially in the culinary field. Sour Sally is an Indonesian brand of frozen yogurt, feel that this is a good time to do a strategy to take advantage of existing opportunities, with the aim to overcome the sluggishness of sales they face and efforts to maintain consumer loyalty in order not to switch to another brand. With this rebranding strategy Sour Sally expected to get back the attention of the public that drives the increase in the level of sales was also caused by the return of buying interest of consumers for Sour Sally products. Therefore, it needs a research how rebranding strategy is done to preserve consumer loyalty, as well as why the rebranding strategy chosen as a way to maintain consumer loyalty. This study used a qualitative approach with case study method. Theresearch data is gathered from primary data obtained through an in-depthinterview with the key informants who is the CEO and Brand Manager of SourSally and informants who are loyal consumers of Sour Sally, non-participantobservation and documentation of the company, as well as secondary dataobtained from the study of literature and a variety of relevant source obtainedthrough the internet. These results indicate that the rebranding strategy undertaken able to maintain consumer loyalty and moreover Sour Sally is able to create a phenomenon in the culinary world by creating The World's First Black frozenyogurt.

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