Pengaruh Rebranding terhadap Loyalitas Konsumen (Studi pada Perusahaan Meta Platform

Abstract

This study aims to see the effect of rebranding on consumer loyalty in Medan (Study on Meta Platform companies). The subjects used in this study involved 400 people in Medan. This research uses quantitative research methods. The data collection method was carried out using a rebranding scale with a reliability of 0.763 and a consumer loyalty scale with a reliability of 0.768. The analysis method used in this study is to use a simple linear regression test. The results of this study obtained a p value of 0.000 < α (0.05) that rebranding has a significant influence on consumer loyalty. Data obtained using a simple linear regression test. rebranding had a significant effect of 6% on consumer loyalty and the linear regression line obtained Y = 25.945 + 0.145. This proves that if a good rebranding is implemented by the company, consumer loyalty will also increase.