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All Journal JMAEKA: Jurnal Manajemen Ekonomi Akuntansi
Nurul Hasanah
Universitas Bina Sarana Informatika
Humanities Economics, Econometrics & Finance

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Pengaruh Rebranding Dan Brand Image Terhadap Keputusan Pembelian Produk Kosmetik Dan Skincare Hanasui Di Jakarta Barat: The Influence of Rebranding and Brand Image on the Purchase Decision of Hanasui Cosmetics and Skincare Products in West Jakarta Nurul Hasanah; Ratih Setyo Rini
Jurnal Mnajemen | Ekonomi | Akuntansi Vol 2 No 3 (2026): Juni 2026 - Agustus 2026
Publisher : CV Warnak Johanna Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63921/jmaeka.v2i3.445

Abstract

ABSTRACT Abstract - This study aims to determine the effect of rebranding and brand image on purchasing decisions for Hanasui cosmetics and skincare products in West Jakarta, both partially and simultaneously. The research method used a quantitative approach with a survey technique. A sample of 100 respondents was selected using purposive sampling and analyzed using multiple linear regression with the help of SPSS version 27. The t-test results indicate that rebranding (t = 5.482; sig. < 0.001) and brand image (t = 7.166; sig. < 0.001) have a significant partial effect on purchasing decisions. The F test produced a calculated f value of 178.016 > f table 3.09 with sig. < 0.05, indicating that both variables have a significant simultaneous effect. The Adjusted R² value of 0.781 shows that 78.1% of the variation in purchasing decisions is influenced by Rebranding and brand image. This study confirms that brand image has a dominant influence on purchase decisions compared to Rebranding. These results reinforce the importance of visual identity consistency and positive brand perception in shaping consumer behavior. Keywords: Rebranding, Brand image, Purchase Decision
Co-Authors Ratih Setyo Rini