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All Journal Priviet Social Sciences Journal Perspective Humanities and Social Sciences
Yetty Yuliany Kusumaningrum
Institut Karya Mulia Bangsa
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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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.
Digitalization Strategy of the Dharma Usaha 'Maha' Women's Cooperative in Enhancing Member Entrepreneurship in Central Java Province Yetty Yuliany Kusumaningrum; Abdul Aziz; Reni Nur Arifah
Perspective Humanities and Social Sciences Vol. 1 No. 2 (2025): Volume 1 No 02 (2025)
Publisher : Institut Karya Mulia Bangsa

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Abstract

This study aims to analyze the digitalization strategies implemented by the Dharma Usaha “Maha” Women’s Cooperative in enhancing the entrepreneurial capacity of its members in Central Java Province. Using a descriptive qualitative approach, the research explores the processes, utilization, and impact of digital technology on cooperative operations and member business development. Data were collected through preliminary analysis, document studies, and in-depth interviews to gain a comprehensive understanding of the implementation of digitalization strategies within the cooperative. The results indicate that digitalization strengthens the cooperative’s infrastructure through the provision of technological tools, development of integrated information systems, and digitization of administrative processes, thereby improving operational efficiency and transparency. Digitalization also provides broad access to information, digital training, and entrepreneurial literacy, contributing to enhanced skills, product innovation, and members’ readiness to face market competition. The use of social media and e-commerce platforms further expands marketing reach to regional and national levels. These findings underscore that digitalization strategies play a crucial role in building a technology-based entrepreneurial ecosystem that is inclusive and promotes women’s economic independence through cooperatives.
Co-Authors Abdul Aziz Anindya Putri Utami Eva Fachria Putri Aryo Jelang FK Randika Shafly Fawwaz Reni Nur Arifah