| dc.description.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. | en_US |
