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All Journal Priviet Social Sciences Journal JIMEK Jurnal Pengabdian Masyarakat Indonesia
Anindya Putri Utami
Institut Karya Mulia Bangsa
Economics, Econometrics & Finance Education Environmental Science Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Analysis of rebranding strategies in companies experiencing crisis Anindya Putri Utami; Eva Fachria; Reni Nur Arifah; Putri Aryo Jelang FK; Yetty Yuliany Kusumaningrum; Randika Shafly Fawwaz
Priviet Social Sciences Journal Vol. 6 No. 2 (2026): February 2026
Publisher : Privietlab

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55942/pssj.v6i2.1328

Abstract

This study aims to analyze the impact of rebranding strategies on brand image and company performance in organizations facing crises. In a dynamic and competitive business environment, rebranding is understood as a strategic transformation process that goes beyond changes in logos or brand names and encompasses the renewal of the company’s vision, mission, values, and brand communication. This study employs a quantitative approach using a survey method targeting consumers aware of the company’s rebranding process after the crisis. The sampling technique used is purposive sampling, with data collected through a Likert-scale questionnaire. The results indicate that rebranding strategies positively and significantly affect company performance. Brand image plays a dominant role in strengthening positive consumer perceptions and enhancing loyalty and trust in the company. The findings also suggest that consistent, honest, and transparent brand communication is a key factor in the success of rebranding initiatives in the hospitality industry. Holistic rebranding accompanied by internal reforms can restore corporate reputation and improve business performance in the post-crisis period. This study contributes theoretically to the development of marketing management literature and serves as a practical reference for companies in designing effective rebranding strategies for image recovery and performance enhancement.
Internalisasi Green Human Capital dalam Membentuk Environmental Attitude Karyawan Generasi Z di Tempat Kerja Randika Shafly Fawwaz; Reni Nur Arifah; Putri Aryo Jelang Fitri; Yetty Yuliany Kusuma Ningrum; Anindya Putri Utami; Eva Fachria
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 2 (2026): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i2.10829

Abstract

This study examines the role of Green Human Capital in shaping environmental attitudes among Generation Z employees in sustainability-oriented organizations. As Generation Z increasingly dominates the workforce, environmental sustainability has become a strategic issue that companies need to address. This study uses a qualitative approach with a descriptive-exploratory design, conducting in-depth interviews with ten Generation Z employees from sustainability-oriented organizations. Data analysis is performed using thematic analysis to identify factors influencing employees' environmental attitudes. The findings show that Green Human Capital plays a significant role in shaping positive environmental attitudes through the internalization of sustainability knowledge, the development of green competencies, and the instillation of sustainability values. Additionally, the consistency of policies and leadership role modeling has been shown to strengthen environmental attitudes. On the other hand, symbolic implementation that is inconsistent can weaken these attitudes. These findings provide valuable insights for companies in optimizing the role of Green Human Capital to enhance environmental attitudes among Generation Z employees.
Meningkatkan Daya Saing Usaha Mikro, Kecil, dan Menengah (UMKM) Melalui Penguatan Modal Intelektual Hijau Berbasis Praktik Ramah Lingkungan Randika Shafly Fawwaz; Reni Nur Arifah; Putri Aryo Jelang Fitri; Yetty Yuliany Kusuma Ningrum; Anindya Putri Utami; Eva Fachria
JURNAL PENGABDIAN MASYARAKAT INDONESIA Vol. 5 No. 2 (2026): Juni: Jurnal Pengabdian Masyarakat Indonesia (JPMI)
Publisher : Politeknik Pratama Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jpmi.v5i2.6853

Abstract

Micro, Small, and Medium Enterprises (MSMEs) play an important role in the village economy, but still face challenges of low competitiveness and limited implementation of sustainable business practices. This condition is influenced by limited knowledge, suboptimal business management systems, and low awareness of environmental aspects. This community service activity aims to increase the capacity and competitiveness of MSMEs in Samirono Village by strengthening Green Intellectual Capital. The implementation method uses a participatory approach that includes needs identification, training, and assistance in implementing environmentally friendly business practices. The results of the activity show an increase in MSME actors' understanding of resource efficiency, improvement in business management systems, and awareness in implementing sustainable business practices. The strengthening of Green Intellectual Capital encourages MSMEs to begin implementing simple innovations that have an impact on gradually increasing competitiveness and business sustainability.
Co-Authors Eva Fachria Putri Aryo Jelang Fitri Putri Aryo Jelang FK Randika Shafly Fawwaz Reni Nur Arifah Yetty Yuliany Kusuma Ningrum Yetty Yuliany Kusumaningrum