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All Journal Media Ekonomi dan Manajemen Jurnal Ecodemica : Jurnal Ekonomi Manajemen dan Bisnis Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika SAR (Soedirman Accounting Review): Journal of Accounting and Business International Humanities and Applied Science Journal Primanomics : Jurnal Ekonomi & Bisnis Jurnal AKSI (Akuntansi dan Sistem Informasi) JURNAL NUSANTARA APLIKASI MANAJEMEN BISNIS Ekuilibrium : Jurnal Ilmiah Bidang Ilmu Ekonomi JURTEKSI JASa (Jurnal Akuntansi, Audit dan Sistem Informasi Akuntansi) Jurnal Ilmu Manajemen Jurnal Proaksi Value: Jurnal Manajemen dan Akuntansi Ilomata International Journal of Tax and Accounting JURNAL AKUNTANSI KEUANGAN DAN MANAJEMEN Management Studies and Entrepreneurship Journal (MSEJ) Jurnal Manajemen Jurnal Tekinkom (Teknik Informasi dan Komputer) Teknosains : Jurnal Sains,Teknologi dan Informatika ARSY : Jurnal Aplikasi Riset kepada Masyarakat Bisnis Net : Jurnal Ekonomi dan Bisnis Studi Ilmu Manajemen dan Organisasi Bina Ekonomi: Majalah Ilmiah Fakultas Ekonomi Universitas Katolik Parahyangan Prosiding Konferensi Nasional PKM-CSR Reviu Akuntansi, Manajemen, dan Bisnis Studi Akuntansi, Keuangan, dan Manajemen Jurnal Manajemen dan Kewirausahaan Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) Jurnal Manajemen Riset Inovasi Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis Engagement: Jurnal Pengabdian Kepada Masyarakat Jurnal Nusa Manajemen Sinergi : Jurnal Ilmiah Multidisiplin
William Widjaja
Universitas Pradita
Religion Aerospace Engineering Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Immunology & microbiology Industrial & Manufacturing Engineering Library & Information Science Mathematics Nursing Physics Public Health Social Sciences

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Journal : International Humanities and Applied Science Journal

 1 
THE EFFECT OF REBRANDING AND BRAND SIGNATURE ON MAKO BRAND PERFORMANCE IN TANGERANG, MEDIATED BY BRAND REPUTATION Lin, Felishia Janice; Widjaja, William
International Humanities and Applied Science Journal Vol 8, No 3 (2025): VOLUME 8, ISSUE 3, 2025
Publisher : Universitas Mercu Buana

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Abstract

This study aims to identify and analyze the influence of rebranding, brand signature, and brand reputation on the performance of the Mako Cake and Bakery brand. This study uses a quantitative approach with a purposive sampling technique through a Google Forms questionnaire survey. The sample in this study was 357 Mako Cake and Bakery customers in the Tangerang area. The analysis technique used was Partial Least Square analysis using SmartPLS 3 software. The results of this study indicate that the Rebranding (X1) and Brand Reputation (M) variables have a significant positive effect on Brand Performance (Y). Conversely, Brand Signature (X2) does not have a significant effect on Brand Performance (Y). There is a significant positive indirect effect on Rebranding (X1) on Brand Performance (Y) through the mediation of Brand Reputation (M).
Co-Authors Adryan Rachman Alexander, Gabriel Andre Wijaya Ariani, Yovita Chairuddin Chairuddin Devi Rahnjen Wijayadne Erwinda Azizah Sidik Franziska Maria Renz Gabriel Alexander Gebi Herry Glori, Natallia Handri Santoso Handri Santoso Henry Johanes Terang Kita Perangin Angin Labiro, Kayla Anugerah Christianty Lin, Felishia Janice Luyanny Luyanny Marco Ashadi Meilisa Alvita Meliana Angelia Michael Michael Michael Michael Michael Muana Nanga Natallia Glori Ninuk Yasmarini Regina Angelika Septi Rahayu Robert Sabil Sabil Samudra , Andika Sherensia Putri Angeliani Sihombing, Geraldy Pesakhim Simon, Febryanti Theresia Herlina Rochadiani Theresia Herlina Rochadiani Ulfah Dzakiyah Nisrina Ariqoh Verina Cornellia Wijaya, Jane Mac Kenzie WIJAYA, VANESSA Youzy Natasya Yovita Ariana Yudhea Vanestius Yudhi Widya Arthana Rustam