PENGARUH BRAND IMAGE TWITTER PASCA REBRANDING MENJADI X TERHADAP BRAND LOYALTY DI KALANGAN GENERASI Z (Mediasi: Brand Trust, Brand Prestige, dan Brand Love)

Firda Fauziyah, . (2025) PENGARUH BRAND IMAGE TWITTER PASCA REBRANDING MENJADI X TERHADAP BRAND LOYALTY DI KALANGAN GENERASI Z (Mediasi: Brand Trust, Brand Prestige, dan Brand Love). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Rebranding is a strategy aimed at renewing brand image and enhancing customer loyalty. The transformation of Twitter into X represents a form of rebranding intended to strengthen brand positioning in the digital market, particularly among Generation Z. Although rebranding is expected to improve brand image and build brand trust, brand prestige, and brand love, its impact on brand loyalty still requires further investigation. This study aims to analyze the effect of Brand Image after Twitter’s rebranding into X on Brand Loyalty, with the mediating roles of Brand Trust, Brand Prestige, and Brand Love. This quantitative research involved 385 active Twitter/X users aged 18–27 years using a purposive sampling technique. Data were analyzed using SmartPLS 4. The results show that Brand Image does not have a direct effect on Brand Loyalty, but has an indirect effect through Brand Trust (β = 0.165; p = 0.003), Brand Prestige (β = 0.207; p = 0.000), and Brand Love (β = 0.143; p = 0.014). These findings confirm that brand loyalty among Generation Z is influenced by psychological dimensions involving trust, prestige, and emotional attachment to the brand. This study provides strategic insight for brand managers to focus more on emotional experience and symbolic value in strengthening consumer loyalty in the context of rebranding.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110411167] [Pembimbing: Drina Intyaswati] [Penguji 1: Siti Maryam] [Penguji 2: Lusia Handayani]
Uncontrolled Keywords: Brand Image, Brand Loyalty, Gen-Z , Mediation, Rebranding
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
H Social Sciences > HM Sociology
Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1)
Depositing User: FIRDA FAUZIYAH
Date Deposited: 06 Aug 2025 03:20
Last Modified: 06 Aug 2025 03:20
URI: http://repository.upnvj.ac.id/id/eprint/38614

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