"[
ABTRAKRebranding adalah sebuah strategi marketing yang lumrah dilakukan oleh
banyak perusahaan, terutama saat ada situasi dimana sebuah perusahaan diakuisisi
oleh perusahaan lainya. Dalam situasi tersebut strategi rebranding menjadi sangat
penting untuk diterapkan demi mendapatkan kepercayaan konsumen untuk terus
menggunakan produk atau jasa yang ditawarkan. Dalam penelitian ini, dapat
dilihat faktor-faktor yang dapat mempengaruhi tingkat kepercayaan konsumen
dengan keinginan pembelian. Faktor yang mempengaruhi tingkat kepercayaan
pada proses rebranding terlihat dari sikap skeptis dan resistensi terhadap
perubahan yang membentuk brand attitude seseorang. Dalam penelitian ini,
hubungan yang ditimbulkan antara sikap skeptis dan resistensi dapat dibuktikan
dan bersifat positif. Rasa keingintahuan menjadi faktor penting untuk
mempengaruhi tingkat resistensi. Pada penelitian ini terlihat hubungan yang
signifikan dan bersifat negatif antara rasa keingintahuan seseorang dengan
resistensi yang dimiliki. Pada akhirnya, resistensi akan mempengaruhi sikap yang
dimiliki oleh seorang konsumen pada saat rebranding terjadi. Dari sikap yang
dimiliki oleh seseorang tersebut, terbentuk tingkat keinginan pembelian yang
tinggi pada sebuah merek.
ABSTRACTRebranding is a common marketing strategy undertaken by many
companies, especially when there is a situation where a company acquired by
other companies such as merger and acquisition. In such a situation, it becomes
very important for a rebranding strategy to be applied correctly in order to obtain
the trust of consumers to continue to use the product or service being offered and
develop a favorable attitude towards brand. In this study, there are factors that will
affect the level of consumer trust and purchase intention. Factors that influence
the level of trust will be shown and driven by skepticism and resistance to change
that will shape a customers's brand attitude. In this study, the relationship arising
between skepticism and resistance can be proven positive. Curiosity becomes an
important factor to influence the level of resistance. The study shows, there is a
significant relationship between curiosity and resistance and the relationship is
negative. It means the more curiosity shown by the customer, the less resistance
he or she will have toward a brand that undergoes changes. In the end, resistance
will affect the attitude towards brand when undergoes rebranding process. This
attitude will proved center reason why a customer use the service in the website
and generates transaction in the future.;Rebranding is a common marketing strategy undertaken by many
companies, especially when there is a situation where a company acquired by
other companies such as merger and acquisition. In such a situation, it becomes
very important for a rebranding strategy to be applied correctly in order to obtain
the trust of consumers to continue to use the product or service being offered and
develop a favorable attitude towards brand. In this study, there are factors that will
affect the level of consumer trust and purchase intention. Factors that influence
the level of trust will be shown and driven by skepticism and resistance to change
that will shape a customers's brand attitude. In this study, the relationship arising
between skepticism and resistance can be proven positive. Curiosity becomes an
important factor to influence the level of resistance. The study shows, there is a
significant relationship between curiosity and resistance and the relationship is
negative. It means the more curiosity shown by the customer, the less resistance
he or she will have toward a brand that undergoes changes. In the end, resistance
will affect the attitude towards brand when undergoes rebranding process. This
attitude will proved center reason why a customer use the service in the website
and generates transaction in the future., Rebranding is a common marketing strategy undertaken by many
companies, especially when there is a situation where a company acquired by
other companies such as merger and acquisition. In such a situation, it becomes
very important for a rebranding strategy to be applied correctly in order to obtain
the trust of consumers to continue to use the product or service being offered and
develop a favorable attitude towards brand. In this study, there are factors that will
affect the level of consumer trust and purchase intention. Factors that influence
the level of trust will be shown and driven by skepticism and resistance to change
that will shape a customers's brand attitude. In this study, the relationship arising
between skepticism and resistance can be proven positive. Curiosity becomes an
important factor to influence the level of resistance. The study shows, there is a
significant relationship between curiosity and resistance and the relationship is
negative. It means the more curiosity shown by the customer, the less resistance
he or she will have toward a brand that undergoes changes. In the end, resistance
will affect the attitude towards brand when undergoes rebranding process. This
attitude will proved center reason why a customer use the service in the website
and generates transaction in the future.]"
Jakarta: Fakultas Ekonomi dan Bisnis Universitas Indonesia, 2014
