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All Journal Jurnal Penelitian dan Pengembangan Sains dan Humaniora (JPPSH) International Journal of Social Science and Business
Suseno, Eko
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Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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The Positive Impact of Rebranding to Increasing Consumer loyality with Brand Image as the Mediating Variable Prayoga, Andre; Suseno, Eko
International Journal of Social Science and Business Vol 4, No 4 (2020)
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.23887/ijssb.v4i4.28340

Abstract

This study aims to analyze the effect of rebranding to consumer loyality with brand image as mediating variable. This research is using quantitative approach. 100 people of Gojek users are the sample, which were chosen with purposive sampling method. Data in this research were collected using questionnaire in Google Form as the instrument, then the data were analyzed using simple regression and Sobel test with the help of IBM SPSS Statistics application. The result shows that rebranding has positive effect fo consumer loyality; brand image has positive effect to consumer loyality; rebranding has positive effect to brand image. Besides, Sobel test result shows that the value of t-count < t-table (1.248 < 1.984), so it can be concluded that brand image does not mediating the rebranding effect to consumer loyality for the Gojek users. The result of this research can be used as a suggestion for the marketings (especially for marketing or a company that is willing to do logo rebranding) to see how the effect of rebranding is to consumer loyality with brand image as the mediating variable.
Nilai Hedonis, Kualitas Layanan, dan Promosi Terhadap Loyalitas Konsumen Kuota Internet Indosat di Era New Normal Faradila, Nanda; Suseno, Eko
Jurnal Penelitian dan Pengembangan Sains dan Humaniora Vol 5, No 1 (2021): April
Publisher : Universitas Pendidikan Ganesha

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (470.591 KB) | DOI: 10.23887/jppsh.v5i1.34294

Abstract

Pemerintah Indonesia memberikan kebijakan “New Normal” selama pandemi Covid-19 dengan meminimalkan interaksi secara langsung dengan masyarakat lain yang mengharuskan dilakukan secara online. Hal ini mengakibatkan penggunaan internet yang terus meningkat dan persaingan di bidang telekomunikasi semakin ketat. Setiap perusahaan akan meningkatkan standar pelayanan untuk meningkatnya loyalitas konsumen. Penelitian ini bertujuan untuk menguji nilai hedonis, kualitas layanan, dan promosi terhadap loyalitas konsumen kuota internet Indosat di era new normal pada pengguna kuota internet indosat di kota salatiga. Penelitian ini adalah penelitian kuantitatif dengan tiga variable bebas nilai hedonis, kualitas layanan, dan promosi serta variable terikat loyalitas konsumen, dengan metode pengumpulan data melalui kuesioner terhadap 100 responden pengguna kuota internet indosat di kota salatiga. Teknik sampling adalah non –probability sampling, analisis data menggunakan regresi linier berganda. Hasil penelitian menunjukan variable nilai hedonis lebih besar pengaruhnya dibandingkan variable kualitas layanan dan promosi. Hasil ini menunjukkan konsumen memiliki orientasi terhadap nilai hedonis yang telah dilakukan pada penggunaan kuota internet indosat dibandingkan kualitas layanan dan promosi.
Co-Authors Faradila, Nanda Prayoga, Andre