%0 Generic
%A HAVID DASUKI, 1316051040
%C UNIVERSITAS LAMPUNG
%D 2017
%F eprints:28228
%I FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
%T PENGARUH CORPORATE REBRANDING TERHADAP LOYALITAS  KONSUMEN PT EIGER MELALUI BRAND ASSOCIATION DAN REPUTASI  PERUSAHAAN  (Studi pada UKM Pencinta Alam di Bandar Lampung)
%U http://digilib.unila.ac.id/28228/
%X Penelitian ini bertujuan untuk mengetahui pengaruh corporate rebranding terhadap  loyalitas konsumen Eiger melalui brand association dan reputasi perusahaan.  Populasi yang diteliti adalah Mahasiswa yang terdaftar sebagai anggota UKM  Pencinta Alam tingkat fakultas di Universitas Lampung. Teknik pengambilan sampel  yang digunakan adalah proporsionate simple random sampling dengan jumlah  sampel 61 responden. Teknik analisis data dan uji hipotesis yang digunakan adalah  regresi linier ganda dengan alat bantu software komputer SPSS 16.0.  Hasil penelitian menunjukkan bahwa secara parsial variabel independen corporate  rebranding berpengaruh signifikan terhadap variabel dependen loyalitas konsumen.  Variabel corporate rebranding secara parsial juga berpengaruh signifikan terhadap  kedua variabel intervening yaitu brand association, dan reputasi perusahaan. Lalu  variabel intervening brand association secara parsial tidak berpengaruh signifikan  terhadap loyalitas konsumen. Sedangkan variabel intervening lainnya yaitu reputasi  perusahaan secara parsial berpengaruh signifikan terhadap variabel terikat loyalitas  konsumen. Hasil uji F menunjukkan bahwa secara simultan variabel corporate  rebranding, brand association, dan reputasi perusahaan berpengaruh signifikan  terhadap variabel loyalitas konsumen.  Kata Kunci : Corporate Rebranding, Loyalitas Konsumen, Brand Association,  Reputasi Perusahaan  THE EFFECT OF CORPORATE REBRANDING ON CONSUMER LOYALTY  OF PT EIGER THROUGH BRAND ASSOCIATION AND REPUTATION OF  THE COMPANY  (Study on UKM Nature Activist at Bandar Lampung City)    This study aims to determine the effect of corporate rebranding on Eiger consumer  loyalty through brand association and company reputation. Population studied are  students who are registered as members of UKM Nature Activist level Faculty at the  University of Lampung. The sampling technique used was proporsionate simple  random sampling with sample size 61 respondents.Data analysis techniques and  hypothesis test used is multiple linear regression with computer software tool SPSS  16.0.  The results showed that partially independent variable of corporate rebranding  significantly influence the dependent variable of consumer loyalty. Corporate  rebranding variables partially also have a significant effect on both intervening  variables namely brand association, and company reputation. Then variable  intervening brand association partially no significant effect on consumer loyalty.  While other intervening variables, the company's reputation is partially significant to  the dependent variable of consumer loyalty. F test results show that simultaneously  corporate rebranding, brand association, and corporate reputation have a significant  effect on consumer loyalty.  Keywords: Corporate Rebranding, Consumer Loyalty, Brand Association,  Corporate Reputation