PENGARUH REBRANDING DAN REPOSITIONING TERHADAP BRAND EQUITY SMARTPHONE MICROSOFT LUMIA
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Abstract
Rebranding merupakan proses perubahan brand, nama, dan logo dari suatu brand yang sudah ada. Salah satu tahap dari rebranding adalah repositioning untuk mengubah posisi brand tersebut di benak konsumen. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh rebranding dan repositioning terhadap brand equity smartphone Microsoft Lumia di mata penggunanya. Penelitian dilakukan dengan cara menyebarkan kuesioner kepada 175 orang responden. Responden tersebut adalah pengguna Lumia sejak era Nokia. Dari hasil penelitian tersebut kemudian diolah dan dibentuk menjadi suatu model penelitian. Selanjutnya akan dilakukan pengolahan data dengan menggunakan Structural Equation Modeling untuk membuktikan hubungan dari masing-masing variabel penelitian. Hasil penelitian ini menunjukkan bahwa rebranding tidak berpengaruh terhadap brand equity apabila brand yang dilakukan rebranding memiliki persepsi yang positif di mata konsumen. Selain itu, repositioning juga lebih memberikan pengaruh langsung terhadap brand equity.
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