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ANALISIS PENGARUH TINGKATAN PROSES REBRANDING TERHADAP BRAND EQUITY BANK SULTENG KANTOR CABANG UTAMA Aprianto, Aprianto
Katalogis Vol 3, No 4 (2015)
Publisher : Katalogis

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Abstract

The objectives of this research are: 1) to determine and analyze the simultaneous impact of rebranding process levels, which includes corporate rebranding, business unit rebranding, and individual products rebranding toward brand equity at Bank Sulteng Branch Office; 2) to determine and analyze the impact of corporate rebranding toward brand equity at Bank Sulteng Branch Office; 3) to determine and analyze the impact of business unit rebranding toward brand equity at Bank Sulteng Branch Office; 4) to determine and analyze the impact of individual products rebranding toward brand equity at Bank Sulteng Branch Office. This research is descriptive, which involves 100 respondents that are selected through proportional random sampling; the sample is selected by with accidental sampling method. The results imply that: 1) rebranding process levels, which includes corporate rebranding, business unit rebranding, and individual products rebranding simultaneously have significant impacts toward brand equity at Bank Sulteng Branch Office; 2) corporate rebranding significantly impacts brand equity at Bank Sulteng Branch Office; 3) business unit rebranding impacts brand equity at Bank Sulteng Branch Office; 4) individual products rebranding significantly impacts brand equity at Bank Sulteng Branch Office.
Co-Authors Aan Hendry Afrida, Anggrelia Aghna Mafruha Zahrah, Aghna Mafruha Ahmad Arif Ahmad Faisal Aisyah Aisyah Alam, Hafidz Al Alfan, Alfan Anggorowati, M.Sc, Ir. Dini Ardhana, Praditya Aryanti Berliani, Teti Chairil, Muhammad Dwi Septiani Eduard Asna Padagi, Eduard Asna Eka Priadi Eka, Priadi Ernawatie, Ernawatie Esdarwati, Susila Eshariyani, Eshariyani Febrianti, Mariska Ferdi Prima Nurhasan Firayanti, Yuni Ghazi Mauer Idroes Grossbia, Danny Harlen Sutandra, Harlen Helmi ., Helmi Hendrawan Hetty Nursawemi, Hetty Hikmah Hikmah Hud, Ibnu muhammad yusuf I Ketut Suada Indra Kanedi Irvanizam, Irvanizam Istiqomah Nur Rahmawati Jamaluddin Jamaluddin Karolina, Puspa Erika Kiki Rezvianti Kusuma Wardani, Dita Pratiwi Ladewi , Yuhanis Ladewi, Yuhanis Lala, Andi Lilik Warsito Limin, Dagai L Lutfi Chabib, Lutfi M. Ervan Dwi Setiaji M. Rezky Septiyadi M. Septianto M.Imamuddin, M.Imamuddin Magati, Hefinto Maithy, Sifera Patricia Marhamah Marhamah Marsudi . Marwan Marwan Maryono Maulana, Aga Muhammad Ikhwan Rizki Muhammad Yusuf Musram Abadi Nasution, Awal Kurnia Putra Nizamuddin Nizamuddin Novita Sari, Muthiah Nusril Nusril Perdana, Aryadika Putra Piter Joko Nugroho Prahasti, Prahasti Purnomo, Widiharto Qo’imah, Alamanda Nurul R M Rustamaji Radiafilsan, Christian Rahaju, Minto Rahmadona, Cahaya Raldo Andika Mandasia Rata, Fildayanti Razief Perucha Fauzie Afidh Rifaldi, Muhammad Arif Riski, Moh Rustamaji, R.M. Sarah, Muthia Sari, Yona Satrio, Yoga Sedek, Melky Shofia Nurun Alanur S Simamora, Roberton Siregar, Novita Januarti Siregar Siti Haryani Sriyoto Sriyoto, Sriyoto Sudarkam R Mertosono Sudarsono, Tantri Analisawati Sukmawati Sukmawati Sumarnie, Sumarnie Sunardi Suri, Atika Surya Kusuma Wardana Susana M.Sc, Ir. Rini Syarif Razhik Ghazali TAKDIR SAILI Tarsono, Edi Teuku Rizky Noviandy Tiara Fatrin Tongenge, Miranda Vivi Bachtiar Wahyu Adi Tama A Wahyudin Wahyudin Wardani, Dita Pratiwi Kusuma Winaryo, Slamet Wingki Sapta Dewa Yuningtyastuti Yuningtyastuti Zulkipli ., Zulkipli