Raihan Dwi Setiawan, . (2025) PENGARUH REBRANDING, DAN BRAND IMAGE TERHADAP CUSTOMER LOYALTY DENGAN BRAND TRUST SEBAGAI MEDIASI PADA AZKO INDONESIA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The increasingly intense competition in the retail industry encourages companies to implement Rebranding strategies to maintain Customer Loyalty, including Azko Indonesia as a transformation from Ace Hardware. Theoretically, Rebranding and Brand Image play an important role in shaping consumer perceptions, while Brand Trust acts as a key factor that strengthens the relationship between the brand and Customer Loyalty. This study aims to analyze the effect of Rebranding and Brand Image on Customer Loyalty with Brand Trust as a mediating variable at Azko Indonesia. This research adopts a quantitative approach using a survey method, in which primary data were collected through online questionnaires distributed to 100 Azko customers in the DKI Jakarta area using purposive sampling. Data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 4.0 software. The results indicate that Rebranding and Brand Image have a positive and significant effect on Customer Loyalty, while Brand Trust also has a positive and significant effect on Customer Loyalty and partially mediates the relationship between Rebranding and Brand Image toward Customer Loyalty. These findings suggest that in real-world practice, the success of Rebranding does not rely solely on changes in brand identity, but also on the company’s ability to build and maintain consumer trust to create long-term Customer Loyalty.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2210111219] [Pembimbing: Maria Assumpta Wikantari] [Penguji 1: Princhita Nabila Maram Pahlawan] [Ketua Penguji: Anastasia Bernadin Dwi Mardiatmi] |
| Uncontrolled Keywords: | Rebranding, Brand Image, Brand Trust, Customer Loyalty |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | RAIHAN DWI SETIAWAN |
| Date Deposited: | 14 Apr 2026 05:00 |
| Last Modified: | 14 Apr 2026 05:00 |
| URI: | http://repository.upnvj.ac.id/id/eprint/40538 |
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