Analysis of Rebranding the X Application  on User Loyalty in Batam City

Suwarno Suwarno; Mangapul Siahaan; Annisya Putri Nadhia

doi:10.32509/wacana.v22i2.3408

Analysis of Rebranding the X Application on User Loyalty in Batam City

Suwarno Suwarno, Mangapul Siahaan, Annisya Putri Nadhia

Abstract

The global market is currently experiencing very fierce competition. Companies compete to implement all marketing strategies to be superior in surviving this competition, one of which is a rebranding strategy by changing the brand image of the X application which was formerly known as Twitter. This study aims to determine whether the effect of rebranding can affect the loyalty of X’s users by assessing brand trust, brand prestige, and brand love. This research method uses a mixed method which is divided into two approaches, namely quantitative and qualitative using linear regression analysis. The results show brand image does not have a big influence on brand trust, brand prestige, and brand love. Furthermore, brand trust, brand prestige, and brand love have a positive influence on brand loyalty meaning that users are not too affected by the rebranding of X, but they will remain loyal to using the application.

Keywords

Brand Image; Rebranding; X; Twitter; Loyalty

Full Text:

PDF (ENGLISH)

References

Arbi, F. A., & Aminah, S. (2023). The Effect of Rebranding , Perceived Quality and Brand Awareness on Brand Loyalty at Truntum Padang Hotel Customers. International Journal of Economics, 2(2), 360–371. https://doi.org/10.55299/ijec.v2i2.525

Ardiansyah, M., & Chanrico, W. (2023). Pengaruh unggahan instagram go green terhadap intensi membeli produk organik bagi mahasiswa di kota batam influence of go green instagram posts on the intention of college students to purchase organic products in batam. Journal of Information Technology and Computer Science(INTECOMS), 6(2), 1091–1103.

Batara, H., & Susilo, D. (2022). The Effect of Rebranding Lays to Customer Loyalty with Brand Image as A Mediation Variable. LONTAR: Jurnal Ilmu Komunikasi, 10(2), 113–125. https://doi.org/10.30656/lontar.v10i2.4948

Bernarto, I., Margaretha Pink Berlianto, Yohana F. Cahya Palupi Meilani, Masman, R. R., & Suryawan, I. N. (2020). The Influence of Brand Awareness, Brand Image, and Brand Trust on Brand Loyalty. Jurnal Manajemen, 24(3), 412. https://doi.org/10.24912/jm.v24i3.676

Cahyaningtiyas, A., Wahab, A. A., & Fajri, A. (2023). Upaya Rebranding Produk Property Pada Perumahan dalam Meningkatkan Kredibilitas Pembeli Pada PT. Cendana Indo Pratama. Jurnal Informatika Ekonomi Bisnis, 5(1), 18–25. https://doi.org/10.37034/infeb.v5i1.193

Christian, Y., & Wijaya, V. (2023). Analyzing the Role of User-Generated Content in the Growth of Online Video Platforms. Jurnal Riset Sistem Informasi Dan Teknik Informatika (JURASIK), 8(2), 399–407.

Cuong, D. T. (2020). Impact of Customer Satisfaction and Brand Image on Brand Loyalty. Business Innovation & Technology Management, 12(6), 069–077. https://doi.org/10.5373/JARDCS/V12I6/S20201280

Darma, B. (2021). STATISTIKA PENELITIAN MENGGUNAKAN SPSS (Uji Validitas, Uji Reliabilitas, Regresi Linier Sederhana, Regresi Linier Berganda, Uji t, Uji F, R2). GUEPEDIA. https://books.google.co.id/books?hl=en&lr=&id=acpLEAAAQBAJ&oi=fnd&pg=PA3&dq=uji+reliabilitas&ots=IYr5XRjp08&sig=DTld7GmarJzl2IFO1GmtHn8ONAk&redir_esc=y#v=onepage&q=uji reliabilitas&f=false

Dewantari, A. Z., Alvianto, R., Putri, C. P., Puspasari, M. D., Setiawati, P. M., & Arum, D. P. (2022). Rebranding Produk Tas Rajut Terhadap Umkm Azza Rajut. Community Development Journal : Jurnal Pengabdian Masyarakat, 3(2), 723–727. https://doi.org/10.31004/cdj.v3i2.4651

Fadhallah. (2021). WAWANCARA. UNJ PRESS.

Hokky, L. A., & Bernarto, I. (2020). The Role of Brand Trust and Brand Image on Brand Loyalty on Apple Iphone Smartphone Users in DKI Jakarta. Enrichment : Journal of Management, 12(1), 474–482.

Ika, N. I. K., & Rosyidah, B. I. (2023). The Influence Of Brand Image And Electronic Word Of Mouth On The Purchase Intention Of Millennial Generation Toyota Rush Cars In Surabaya . Pengaruh Brand Image Dan Electronic Word Of Mouth Terhadap Minat Beli Mobil Toyota Rush Generasi Millenial Di Surab. Management Studies and Entrepreneurship Journal, 4(6), 7224–7234.

Jia, J., Pan, H., & Su, J. (2023). Analysis of Motivations, Process, and Implications of Elon Musk’s Acquisition of Twitter. BCP Business & Management, 47, 145–153. https://doi.org/10.54691/bcpbm.v47i.5185

Kazmi, S. H. A., & Khalique, M. (2019). Brand Experience and Mediating Roles of Brand Love, Brand Prestige and Brand Trust. Market Forces, 14(2), 78–98. https://doi.org/http://www.pafkiet.edu.pk/marketforces/index.php/marketforces/article/view/399/345

Kelvin, K., & Firmansyah, M. D. (2022). Analisis Faktor Pengaruh Terhadap Kepuasan Penggunaan Jasa Logistik Online: Studi Kasus Maxim di Kota Batam. Jurnal Sisfokom (Sistem Informasi Dan Komputer), 11(3), 357–366. https://doi.org/10.32736/sisfokom.v11i3.1506

Kim, Y. J., Park, J. S., & Jeon, H. M. (2021). Experiential value, satisfaction, brand love, and brand loyalty toward robot barista coffee shop: The moderating effect of generation. Sustainability (Switzerland), 13(21). https://doi.org/10.3390/su132112029

Kutty, G., & Ji, X. (2023). Using Business Data Analytics A Case Study of Elon Musk ’ s Takeover of Twitter. Journal of Business Cases and Applications, 38(2), 1–13.

Lho, H., Park, J., & Yu, J. (2019). The effects of corporate social responsibility (CSR) initiatives on brand image, brand prestige, and behavioral intention. International Journal of Tourism and Hospitality Research, 33(4), 162–172.

Madeline, S., & Sihombing, S. O. (2019). the Impacts of Brand Experiences on Brand Love, Brand Trust, and Brand Loyalty: an Empirical Study. Jurnal Bisnis Dan Manajemen, 20(2), 91–107. https://doi.org/10.24198/jbm.v20i2.241

Marques, C., da Silva, R. V., Davcik, N. S., & Faria, R. T. (2020). The role of brand equity in a new rebranding strategy of a private label brand. Journal of Business Research, 117(January), 497–507. https://doi.org/10.1016/j.jbusres.2020.06.022

Nikan, M. U., & Adnas, D. A. (2022). The Effect of Online Video Marketing Promotion and Brand Awareness on Consumer Purchasing Decisions at MSMEs Make Di Fried Chicken. Infokum, 10(5), 489–493. http://infor.seaninstitute.org/index.php/infokum/index

Nova, F. (2022). The effect of rebranding on brand image and its impact on customer loyalty on Gojek. JPPI (Jurnal Penelitian Pendidikan Indonesia), 8(3), 770. https://doi.org/10.29210/020221544

Oktaviana, M., Achmad, Z. A., Arviani, H., & Kusnarto, K. (2021). Budaya komunikasi virtual di Twitter dan Tiktok: Perluasan makna kata estetik. Satwika : Kajian Ilmu Budaya Dan Perubahan Sosial, 5(2), 173–186. https://doi.org/10.22219/satwika.v5i2.17560

Padilah, T. N., & Adam, R. I. (2019). Analisis Regresi Linier Berganda Dalam Estimasi Produktivitas Tanaman Padi Di Kabupaten Karawang. FIBONACCI: Jurnal Pendidikan Matematika Dan Matematika, 5(2), 117. https://doi.org/10.24853/fbc.5.2.117-128

Pandowo, A. (2019). Pengaruh Prestise Merek Dan Kepercayaan Merek Terhadap Harga Premium: Peran Cinta Merek Sebagai Variabel Pemoderasi. Jurnal Manajemen Dan Keuangan, 8(2), 204–220. https://doi.org/10.33059/jmk.v8i2.1566

Prayoga, A., & Suseno, E. (2020). The Positive Impact of Rebranding to Increasing Consumer loyality with Brand Image as the Mediating Variable. International Journal of Social Science and Business, 4(4), 561. https://doi.org/10.23887/ijssb.v4i4.28340

Puspitasari, Y., MS, A., Rouly, M., & Pandjaitan, D. (2022). The Impact of Rebranding on University Brand Equity. International Journal of Scientific Research and Management, 10(04), 3353–3362. https://doi.org/10.18535/ijsrm/v10i4.em13

Rachmalia, W. N., & Putra, D. K. S. (2022). REBRANDING POSAJA DALAM MEMBANGUN BRAND AWARENESS MELALUI INSTAGRAM @posaja.official. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 21(2), 324–335. https://doi.org/10.32509/wacana.v21i2.2321

Ratnadewi, Z. A., Aprilianty, F., Qastharin, A. R., & Hidayanti, N. (2022). The influence of Victoria’s Secret new brand image in generating brand trust, brand prestige, brand love, and brand loyalty. Diponegoro International Journal of Business, 5(2), 119–134. https://doi.org/10.14710/dijb.5.2.2022.119-134

Rumijati, A., Asfiah, N., & Fuadiputra, I. R. (2021). Rebranding untuk Meningkatkan Nilai Tambah Produk di Kelompok Usaha Mikro Olahan Susu pada Ikatan Pengusaha ‘Aisyiyah (IPAS). Budimas : Jurnal Pengabdian Masyarakat, 3(1), 54–61. https://doi.org/10.29040/budimas.v3i1.1792

Samiaji, S. (2021). Analisis Data Penelitian Kualitatif. PT Kanisius. https://doi.org/9792171312

Sanjaya, P. D. T., Malini, N. L. N. S., & Suastra, I. M. (2023). The Analysis of Code-Switching found in the Twitter Account @ natanattda. Langua: Journal of Linguistics, Literature, and Language Education, 6(1), 72–80.

Shen, H., & Lin, C. (2021). EVALUATION FOR REBRANDING : THE IMPACT OF LOGO CHANGE ON BRAND ATTITUDE AND BRAND LOYALTY. Journal of Management, Marketing and Logistics, 8(1), 17–33. https://doi.org/10.17261/Pressacademia.2021.1384

Sufandi, U. U., Priono, M., Aprijani, D. A., Wicaksono, B. A., & Trihapningsari, D. (2022). Uji Usability Fungsi Aplikasi Web Sistem Informasi Dengan Use Questionnaire (Studi Kasus : Aplikasi Web Sistem Informasi Tiras dan Transaksi Bahan Ajar). Jurnal Pendidikan Teknologi Dan Kejuruan, 19(1), 25.

Sugeng, B. (2022). Fundamental Metodologi Penelitian Kuantitatif (Eksplanatif). Deepublish. https://books.google.co.id/books/about/Fundamental_Metodologi_Penelitian_Kuanti.html?id=T6RjEAAAQBAJ&redir_esc=y

Suhartono, A., & Febriyanti, E. (2023). Uji Profisiensi Antar Laboratorium Uji Tarik Baja Tulangan Sirip Proficiency Testing of Tension Testing of Deformed Carbon-Steel Bars for Concrete Reinforcement. JOURNAL OF INDUSTRIAL RESEARCH AND INNOVATION, 13(1), 23–30.

Usman, M. L. L., & Gustalika, M. A. (2022). Pengujian Validitas dan Reliabilitas System Usability Scale (SUS) Untuk Perangkat Smartphone. Jurnal Ecotipe (Electronic, Control, Telecommunication, Information, and Power Engineering), 9(1), 19–24. https://doi.org/10.33019/jurnalecotipe.v9i1.2805

Williams, A., Son, S., Walsh, P., & Park, J. (2021). The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation. Sport Marketing Quarterly, 30(1), 69–81. https://doi.org/10.32731/smq.291.032021.06

DOI: https://doi.org/10.32509/wacana.v22i2.3408