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All Journal Mitra Pilar: Jurnal Pendidikan, Inovasi, dan Terapan Teknologi PERFECT EDUCATION FAIRY
Husaini, Ahmad Fakhri
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Religion Humanities Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Other

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Journal : PERFECT EDUCATION FAIRY

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The Effect of Rebranding, Brand Image, and Marketing Strategy on Customer Satisfaction: Case Study: Ace Hardware Becomes Az.ko Living World Alam Sutera Husaini, Ahmad Fakhri; Yetmi, Yosi Safri; Ratnasari, Aisyah
PERFECT EDUCATION FAIRY Vol. 3 No. 2 (2025): PERFECT EDUCATION FAIRY
Publisher : PT. Batari Edu Calya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/pef.v3i2.1230

Abstract

This study uses a quantitative approach with a survey method. There were 180 respondents consisting of ACE Hardware customers before and after the rebranding to Az.ko. To select the sample, the researcher used non-probability sampling with purposive sampling, which is selecting respondents who meet the criteria of being at least 21 years old and have made purchases from both brands. Data was collected through an online questionnaire and analyzed using Structural Equation Modeling Partial Least Square (SEM-PLS) with the assistance of SMART PLS 3 software. The analysis results indicate that rebranding and brand image do not have a significant impact on customer satisfaction. Marketing strategies were found to have a positive and significant impact on customer satisfaction. These findings suggest that effective marketing efforts following rebranding are more influential in enhancing customer satisfaction than changes to the brand or brand image itself.
Co-Authors Cahyani, Vina Dwi Deliana, Wulan Ratnasari, Aisyah Syahrial, Aisha Hanum Yetmi, Yosi Safri