TY  - GEN
CY  - UNIVERSITAS LAMPUNG
ID  - eprints28228
UR  - http://digilib.unila.ac.id/28228/
A1  - HAVID DASUKI, 1316051040
Y1  - 2017/08/15/
N2  - 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
PB  - FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
TI  - PENGARUH CORPORATE REBRANDING TERHADAP LOYALITAS
KONSUMEN PT EIGER MELALUI BRAND ASSOCIATION DAN REPUTASI
PERUSAHAAN
(Studi pada UKM Pencinta Alam di Bandar Lampung)
AV  - restricted
ER  -