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    Pengaruh Perubahan Logo dan Slogan PT Aplikasi Karya Anak Bangsa terhadap Pencapaian Citra mereka pada Konsumen Kota Medan

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    Date
    2022
    Author
    Gafur, Abdul
    Advisor(s)
    Zulkarnain, Iskandar
    Lubis, Suwardi
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    Abstract
    This study aims to analyze the effect of changing the logo and slogan of PT Aplikasi Karya Anak Bangsa on the achievement of brand image among Medan city consumers. The theory used in this study is the theory of communication, new media, advertising, brand, rebranding and brand image. The research method used is a quantitative method with explanatory research. The population in this study are consumers of the Gojek application in the city of Medan. The sampling technique uses the Taro Yamane formula so that a total sample of 100 respondents is obtained with the sample criteria, namely consumers of the Gojek application in the city of Medan who know the changes to the Gojek logo and slogan. The data collection technique used in this study was field research by distributing questionnaires and library research. The data analysis technique used is descriptive analysis, classical assumption test, multiple linear regression analysis and hypothesis testing. The results showed that there was an effect of changing the logo and slogan of PT Aplikasi Karya Anak Bangsa on the achievement of brand image among Medan city consumers. The magnitude of the influence or the coefficient of determination of changes in the Gojek logo and slogan on brand image achievement is 46.2%, which means the correlation is quite significant, while the remaining 53.8% is the influence of other factors not examined in this study such as service quality, trust, reliability and speed.
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    https://repositori.usu.ac.id/handle/123456789/85468
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    Repositori Institusi Universitas Sumatera Utara - 2025

    Universitas Sumatera Utara

    Perpustakaan

    Resource Guide

    Katalog Perpustakaan

    Journal Elektronik Berlangganan

    Buku Elektronik Berlangganan

    DSpace software copyright © 2002-2016  DuraSpace
    Contact Us | Send Feedback
    Theme by 
    Atmire NV