PENGARUH PERUBAHAN LOGO (REBRANDING) TERHADAP CITRA PERUSAHAAN PADA PT BANK BRI TBk

Authors

  • Nuzul Inas Nabila Universitas Pamulang

DOI:

https://doi.org/10.32493/frkm.v2i1.3418

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh perubahan logo (rebranding) terhadap citra perusahaan yang dilakukan oleh PT Bank BRI Tbk. Hipotesis dalam penelitian ini adalah Perubahan logo PT Bank BRI Tbk berpengaruh terhadap citra perusahaan. Data diperoleh dari penyebaran kuesioner dengan metode non probability sampling dengan teknik purposive sampling. Sampel yang diambil 100 responden nasabah Bank BRI . Alat analisis yang digunakan yaitu regresi sederhana. Hasil analisis data diperoleh pengaruh perubahan logo terhadap citra merek sebesar r² = 0,342. Hal ini berarti sumbangan variabel x (perubahan logo) berperan dalam mempengaruhi setiap penambahan variabel y (citra perusahaan) sebesar 34,2%. Hal ini menunjukkan bahwa perubahan logo PT Bank Rakyat Indonesia (BRI) memberi pengaruh 34,2% terhadap citra perusahaan. Pengujian Hipotesis menunjukan bahwa thitung  lebih besar dari ttabel yaitu  7,136>1.984  artinya perubahan logo (rebranding) berpengaruh secara signifikan terhadap citra perusahaan pada PT Bank Rakyat Indonesia (BRI) Tbk

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Published

2018-11-01

Issue

Vol. 2 No. 1 (2018): JIMF (JURNAL ILMIAH MANAJEMEN FORKAMMA)

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