Title: THE EFFECT OF BRAND REVITALIZATION ON CONSUMER LOYALTY WITH BRAND EQUITY AS A MEDIATION VARIABLE (Case: Adhi Tama Institute of Technology Surabaya)
Author: RONY PRABOWO
Item Type : Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
Brand revitalization is the strengthening of a brand's position which has experienced difficult times in the market environment. Revitalization actions are caused by changes in consumer tastes and preferences, the emergence of new competition and all developments that occur that affect the brand's fortunes in the market environment. This research seeks to see the influence of the Brand Revitalization variable which is represented by the Brand Repositioning, Brand Recommunication and Brand Redesign variables on consumer loyalty mediated by the Brand Equity variable at the Adhi Tama Institute of Technology Surabaya. ITATS was chosen because this private university was experiencing internal conflict so that students registering as students at ITATS were initially low, so researchers were interested in finding out the effect of brand revitalization carried out by ITATS to maintain consumer loyalty. The research method uses quantitative methods, with primary data and 104 respondents. Data processing uses Structural Equation Modeling (SEM) statistical analysis. From the results of this research, it was found that Brand Repositioning, Brand Recommunicating, Brand Redesign have a strong and positive influence on Brand Equity. Likewise, Brand Repositioning, Brand Recommunicating, Brand Redesign have a strong and positive influence on consumer loyalty through the mediation of Brand Equity. The biggest influence of Brand Revitalization on both Brand Equity and consumer loyalty is the Brand Repositioning variable because it has a greater loading factor value compared to other variables. Recommendations that can be given include ITATS should be able to increase cooperation with the industrial and service world as a place for internships, ITATS should make more use of the internet and other internet media and social media as a way of communicating with consumers, ITATS should often publish the creative work of students and lecturers to the public through communication media that are considered effective, ITATS must be able to become a private technical college that is widely known by the public and industry.
Keywords: brand repositioning, recommunication, redesign, revitalization, equity
Sources: http://repository.unair.ac.id/57960/
