?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+PERUBAHAN+MEREK+TERHADAP+EKUITAS+MEREK%0D%0A(STUDI+PADA+PELANGGAN+OLX+DI+BANDAR+LAMPUNG)&rft.creator=+RUDI+KAMIL+%2C+0911011103&rft.subject=HB+Economic+Theory&rft.subject=HD61+Risk+Management&rft.description=ABSTRAK%0D%0ASeiring+dengan+kecepatan+dan+kemudahan+yang+ditawarkan+oleh+internet%2C%0D%0Akebiasaan+berbelanja+penduduk+Indonesia+secara+perlahan+mulai+berkembang%0D%0Adengan+memanfaatkan+fasilitas+internet.+Hal+ini+menjadi+alasan+beberapa%0D%0Aperusahaan+untuk+membuka+bisnis+jual+beli+online%2C+ditambah+lagi+jumlah%0D%0Apengguna+internet+Indonesia+terus+mengalami+peningkatan+yang+signifikan+setiap%0D%0Atahunnya+membuat+bisnis+jual+beli+online+semakin+menjanjikan.+Seiring+dengan%0D%0Apertumbuhan+perusahaan%2C+pangsa+pasar+yang+ingin+dikuasai+juga+semakin+luas.%0D%0AJika+sebuah+merek+tidak+lagi+dapat+menggambarkan+tujuan+dari+perusahaan+maka%0D%0Ayang+harus+dilakukan+adalah+melakukan+perubahan+merek.%0D%0AAlasan+perubahan+merek+yang+dilakukan+tokobagus+adalah+untuk+memperluas%0D%0Apangsa+pasar+yang+sebelumnya+hanya+untuk+sekala+lokal+menuju+sekala+global.%0D%0AMerek+tokobagus+lebih+mudah+diucapkan+untuk+sekala+lokal+daripada+Olx%0D%0AIndonesia%2C+tetapi+akan+terlihat+kurang+menarik+untuk+sekala+global+sehingga%0D%0Aperubahan+merek+adalah+keputusan+yang+sangat+tepat.%0D%0ARudi+Kamil%0D%0APermasalahan+yang+diangkat+dalam+penelitian+ini+adalah+Apakah+perubahan+merek%0D%0AOlx+Indonesia+berpengaruh+terhadap+ekuitas+merek+di+Bandar+Lampung.+Tujuan%0D%0Apenelitian+ini+adalah+untuk+mengetahui+pengaruh+perbahan+Merek+Olx+terhadap%0D%0Aekuitas+merek.+Hipotesis+penelitian+yaitu+perubahan+merek+Olx+Indonesia%0D%0Aberpengaruh+secara+signifikan+terhadap+ekuitas+merek+di+Bandar+Lampung.%0D%0AHasil+analisis+data+memperlihatkan+bahwa+nilai+Koefisien+Determinasi+R2+adalah%0D%0Asebesar+0%2C560.%2C+hal+ini+menunjukan+bahwa+variabel+perubahan+merek+(X)+dengan%0D%0Afaktor-faktornya+yaitu+Repositioning+(X1)%2C+Renaming+(X2)%2C+dan+Redesigning+(X3)%0D%0Aserta+Recommunicating+(X4)+mampu+memberikan+sumbangan+terhadap+variabel%0D%0Aekuitas+merek+(Y)+sebesar+56%2C0+%25+sedangkan+sisanya+44%2C0+%25+disumbang+oleh%0D%0Avariabel-variabel+lain+diluar+model.+Variabel+perubahan+merek+berpengaruh+positif%0D%0Aterhadap+ekuitas+merek+masing-masing%3A+Variabel+Repositioning+sebesar+0%2C615.%2C%0D%0AVariabel+Renaming+sebesar+0%2C510.%2CVariabel+Redesigning+sebesar+0%2C609.%2C+Variabel%0D%0ARecommunicating+sebesar+0%2C515.%0D%0AKata+Kunci%3A+Repositioning%2C+Renaming%2C+dan+Redesigning%2C+Recommunicating%2C%0D%0AEkuitas+Merek.%0D%0AABSTRACT%0D%0AAlong+with+the+speed+and+convenience+offered+by+the+internet%2C+shopping+habits+of+the%0D%0AIndonesian+population+is+slowly+growing+by+utilizing+the+internet+facility.+This+is+the+reason%0D%0Asome+companies+to+open+businesses+online+purchase%2C+plus+the+number+of+Internet+users+in%0D%0AIndonesia+continues+to+increase+significantly+each+year+making+online+buying+and+selling%0D%0Abusinesses+increasingly+promising.+Along+with+the+growth+of+the+company%2C+market+share%0D%0Aalso+want+to+master+increasingly+widespread.+If+a+brand+is+no+longer+able+to+describe+the%0D%0Apurpose+of+the+company+then+that+should+be+done+is+to+change+the+brand.%0D%0AReasons+for+the+change+made+Tokobagus+brand+is+to+expand+the+market+share+previously%0D%0Aonly+for+the+local+scale+to+the+global+scale.+Tokobagus+brand's+easier+said+than+OLX%0D%0AIndonesia+local+scale%2C+but+it+will+look+less+attractive+on+a+global+scale+so+a+change+of+brand%0D%0Ais+a+very+appropriate+decision.%0D%0ARudi+Kamil%0D%0AIssues+raised+in+this+study+is+the+brand+change+OLX+Indonesia+Is+the+effect+on+brand%0D%0Aequity+in+Bandar+Lampung.+The+purpose+of+this+study+was+to+determine+the+effect%0D%0Aperbahan+OLX+brands+to+brand+equity.+The+study+hypothesis+that+brand+change+OLX%0D%0AIndonesia+significantly+influence+brand+equity+in+Bandar+Lampung.%0D%0AThe+results+of+data+analysis+showed+that+the+coefficient+of+determination+R2+is+equal+to%0D%0A0.560.%2C+This+shows+that+the+variables+change+brands+(X)+with+the+factors+that%0D%0ARepositioning+(X1)%2C+Renaming+(X2)%2C+and+Redesigning+(X3)+and+Recommunicating+(X4)%0D%0Acapable+contribute+to+brand+equity+variable+(Y)+amounted+to+56.0%25+while+the+remaining%0D%0A44.0%25+was+contributed+by+other+variables+outside+the+model.+Variable+changes+positive%0D%0Aeffect+on+the+brand+equity+of+each+brand%3A+Repositioning+variable+of+0.615.%2C+Variable%0D%0ARenaming+of+0.510.%2C+Variable+Redesigning+of+0.609.%2C+Variable+Recommunicating+at%0D%0A0.515.%0D%0AKeywords%3A+Repositioning%2C+Renaming%2C+and+Redesigning%2C+Recommunicating%2C+Brand%0D%0AEquity.&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2016-06-23&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F23034%2F1%2FABSTRAK%2520%2528ABSTRACT%2529.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F23034%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F23034%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=+++RUDI+KAMIL+%2C+0911011103++(2016)+PENGARUH+PERUBAHAN+MEREK+TERHADAP+EKUITAS+MEREK+(STUDI+PADA+PELANGGAN+OLX+DI+BANDAR+LAMPUNG).++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F23034%2F