<![CDATA[Rebranding is a corporate strategy undertaken to renew a brand's identity in order to adapt to market changes, strengthen its market position, and enhance its competitiveness. GVFI implemented a rebranding strategy through brand repositioning, brand redesign, and brand relaunch, which were communicated via Instagram. However, following the rebranding process, the company's customer repeat order rate declined, raising the question of whether rebranding truly contributes to customer loyalty. This study aims to analyze the effect of GVFI's product rebranding on Instagram on customer loyalty by employing the Stimulus–Organism–Response (S-O-R) Theory as its theoretical framework, which explains that rebranding serves as a stimulus processed by consumers (organism), resulting in a response in the form of customer loyalty. This research adopted a descriptive-verificative quantitative approach using simple linear regressionanalysis. The sample consisted of 80 repeat-purchase customers of GVFI in Bandung City, selected using proportional random sampling based on the Slovin formula. Data were collected through a Likert-scale questionnaire and analyzed using validity, reliability, classical assumption, regression, t-test, F-test, and coefficient of determination analyses with SPSS. The findings indicate that rebranding has a positive and significant effect on customer loyalty (t = 2.778; Sig. = 0.007 < 0.05). Brand redesign and brand relaunch have significant effects on customer loyalty, whereas brand repositioning does not. The coefficient of determination of 4.9% indicates that rebranding contributes only a relatively small proportion to customer loyalty, while the remaining 95.1% is explained by other factors outside the research model. Rebranding merupakan strategi perusahaan untuk memperbarui identitas merek agar mampu beradaptasi dengan perubahan pasar, memperkuat posisi merek, dan meningkatkan daya saing. Brand GVFI melakukan rebranding melalui brand repositioning, brand redesign, dan brand relaunch yang dikomunikasikan melalui Instagram. Namun, setelah rebranding dilakukan, tingkat repeat order pelanggan justru menurun, sehingga menimbulkan pertanyaan apakah rebranding benar-benar berkontribusi terhadap loyalitas pelanggan. Penelitian ini bertujuan menganalisis pengaruh rebranding produk GVFI di Instagram terhadap loyalitas pelanggan, menggunakan Teori Stimulus–Organism–Response (S-O-R) sebagai landasan teoretis, yang menjelaskan rebranding sebagai stimulus yang diproses konsumen (organism) sehingga menghasilkan respons berupa loyalitas pelanggan (response). Metode yang digunakan adalah kuantitatif deskriptif-verifikatif melalui regresi linear sederhana, dengan sampel 80 responden pelanggan pembelian ulang GVFI di Kota Bandung yang ditentukan menggunakan proportional random sampling berdasarkan rumus Slovin. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan uji validitas, reliabilitas, asumsi klasik, regresi, uji t, uji F, dan koefisien determinasi dengan SPSS. Hasil menunjukkan rebranding berpengaruh positif dan signifikan terhadap loyalitas pelanggan (t = 2,778; Sig. = 0,007 < 0,05). Brand redesign dan brand relaunch berpengaruh signifikan, sedangkan brand repositioning tidak. Koefisien determinasi sebesar 4,9% menunjukkan kontribusi rebranding terhadap loyalitas pelanggan masih relatif rendah, dengan 95,1% dipengaruhi faktor lain di luar model.]]>
