PENGARUH REBRANDING TERHADAP CITRA MEREK (Studi Pada Konsumen PT. Semen Holcim tbk di Kabupaten Madiun)

Abstract

              Abstract

This study aims to determine the effect of rebranding (X) on brand image (Y) (Case study on consumers of PT. Semen Holcim tbk in Madiun. The type of research used in this study is a quantitative approach. This research uses observation research models, interviews and questionnaires with 54 respondents. Based on the results of the F test using the SPSS program, the Fcount value of 18.420 is greater than Ftable 3.29 and the Sig. (0.000) <0.05, then H0 is rejected and Ha3 is accepted. This means that the hypothesis is accepted. , the effect of rebranding has a simultaneous effect on the brand image of consumers of Holcim's cement shop in Madiun. Based on the statistical test results, it shows that partially there is a partially significant influence between the effect of rebranding on the brand image of consumers of PT Semen Holcim in Madiun.

Keywords: Rebranding, Brand Image, Cement