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Abstrak :
Penelitian ini menganalisis pengaruh Rebranding terhadap Brand Loyalty dan terhadap Brand Equity pada Indosat Ooredoo. Indosat Ooredoo dinyatakan berhasil dalam melakukan rebranding. Hal ini terbukti dengan adanya prilaku positif yang di tunjukkan oleh konsumen dan meningkatnya brand equity yang di pengaruhi oleh brand loyalty. Hasil penelitian ini menemukan bahwa rebranding yang dilakukan oleh Indosat Ooredoo berhasil meningkatkan brand equity dengan mempertahankan nama "Indosat" pada perubahan logo / nama produk. Dengan ini,  loyalitas brand sebagai variabel mediasi berhasil meningkatkan brand equity Indosat Ooredoo. Pengujian dilakukan dengan menggunakan model analisis regresi dengan metode analisis data deskriptif. Dengan wilayah persebaran kuesioner di wilayah Jabodetabek. ...... This research analyzes the effect of Rebranding on Brand Loyalty and to Brand Equity on Indosat Ooredoo. Indosat Ooredoo was declared successful in rebranding. This is evidenced by the positive behavior given by consumers and increased brand equity that is influenced by brand loyalty. The results of this study found that the rebranding conducted by Indosat Ooredoo managed to increase brand equity by maintaining the name "Indosat" on the change of logo / product name. It is hereby stated that brand loyalty as a mediating variable succeeded in increasing Indosat Ooredoo's brand equity. The test is done by using regression model with descriptive data analysis method. With the distribution area of questionnaires in Jabodetabek area.

Abstrak :
Penelitian ini bertujuan untuk menganalisis bagaimana dan mengapa konsumen menerima atau menolak perubahan merek perusahaan. Sampel dalam penelitian ini adalah konsumen Indosat Ooredoo yang pada tahun 2015 lalu baru saja terpapar fenomena perubahan merek product dari Indosat menjadi Indosat Ooredoo. Hasil pada penelitian ini menunjukkan tiga buah proses sikap terhadap product rebranding. ditemukan juga perbedaan karakteristik individu yang dapat memberikan efek pada sikap konsumen. ......The purpose of this research is to understand how and why consumers resist or accept corporate rebranding. The sample in this study is Indosat Ooredoo consumers in 2015 which newly exposed to the phenomenon of changes in product brand Indosat into Indosat Ooredoo. The results in this study showed three attitudes toward the product rebranding process and differences in the characteristics of individuals who can give the effect on consumer attitudes.

Abstrak :
Penelitian ini bertujuan untuk menganalisis pengaruh faktor-faktor dari perceived quality dan brand trust terhadap suatu merek dan pengaruhnya terhadap perceived quality, brand trust dan brand loyalty. Penelitian ini dilakukan terhadap 160 responden yang didapat melalui teknik purposive sampling. Metode pengolahan data yang digunakan dalam penelitian ini adalah uji beda dan Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa tidak terdapat perbedaan dalam penilaian perceived quality, brand trust dan brand loyalty dari merek Indosat dan Indosat Ooredoo. Selain itu, knowledge of the brand substitution, degree of acceptance of the brand change, percevied similarity between the old and new brand dan attachment to initial brand berpengaruh positif terhadap perceived quality. Meskipun demikian, hanya variabel degree of acceptance of the brand change dan attachment to initial brand yang berpengaruh positif terhadap brand trust. Sementara variabel knowledge of the brand substitution dan perceived similarity between the old and new brand memiliki pengaruh negatif terhadap brand trust. Selain itu, perceived quality terbukti memiliki pengaruh positif terhadap brand trust, namun berpengaruh negatif terhadap brand loyalty. Hasil penelitian juga menunjukkan bahwa brand trust berpengaruh positif terhadap brand loyalty. ......This study aims to analyze the influence of perceived quality and brand trust factors towards perceived quality, brand trust and brand loyalty of a brand. Respondents of this research are chosen through purposive sampling, with total 160 respondents. Compare Means and Structural Equation Modelling (SEM) are used to process the data. The result of this research shows that there are no difference between the measurement of perceived quality, brand trust and brand loyalty betwen Indosat and Indosat Ooerdoo. Knowledge of the brand substitution, degree of acceptance of the brand change, percevied similarity between the old and new brand and attachment to initial brand have positive effect towards perceived quality. Meanwhile, only degree of acceptance of the brand change and attachment to initial brand have positive effect towards brand trust. While knowledge of the brand substitution and perceived similarity have negative effect towards brand trust. Furthermore, perceived quality have positive effect on brand trust, but negative towards brand loyalty. Other than that, brand trust also positively effect brand loyalty.

Abstrak :
PT Indosat Ooredoo Tbk dan PT Hutchison 3 Indonesia merupakan perusahaan yang bergerak di bidang penyelenggaraan jasa telekomunikasi seluler dan menjadi salah satu yang terbesar di Indonesia. Penggabungan antara kedua perusahaan yang resmi dilaksanakan di awall tahun 2022 menimbulkan pertanyaan, mengingat pada penilaian awal kedua perusahaan memiliki berpotenssi menyebabkan praktik monopoli dan/atau persaingan usaha tidak sehat. Oleh karena itu, skripsi ini membahas mengenai kesesuaian pendapat KPPU terhadap merger yang telah dilakukan antara kedua perusahaan yang saat ini dikenal sebagai PT Indosat Ooredoo Hutchison Tbk. Analisis berfokus pada pendapat KPPU pada dampak pelaksanaan merger Indosat dan Hutchison terhadap persaingan usaha di industri telekomunikasi seluler, serta dampak yang ditimbulkan akibat merger yang dilakukan oleh Indosat dan Hutchison. Untuk mengetahui hasilnya, penelitian ini dilakukan dengan menggunakan metode analisis normatif, di mana penulis akan menguraikan permasalahan persaingan usaha, yaitu merger yang timbul kemudian akan menganalisis permasalahan berdasarkan pendapat yang diberikan oleh KPPU disesuaikan peraturan perundang-undangan yang berlaku. Penulis menyimpulkan bahwa penggabungan antara Indosat dengan Huitchison tidak menimbulkan praktik monopoli dan/atau persaingan usaha tidak sehat maupun menimbulkan posisi dominan dalam pasar bersangkutan, namun penggabungan memang berdampak langsung bagi beberapa pihak. ......PT Indosat Ooredoo Tbk and PT Hutchison 3 Indonesia are companies engaged in providing cellular telecommunications services and are one of the largest in Indonesia. The merger between the two companies which was officially implemented in early 2022 raises questions, considering that at the initial assessment the two companies had the potential to cause monopolistic practices and/or unfair business competition. Therefore, this thesis discusses the suitability of KPPU's opinion regarding the merger that has been carried out between the two companies which is currently known as PT Indosat Ooredoo Hutchison Tbk. The analysis focuses on KPPU's opinion on the impact of the Indosat and Hutchison merger on business competition in the cellular telecommunication industry, as well as the impact caused by the merger carried out by Indosat and Hutchison. To find out the results, this research was conducted using a normative analysis method, in which the author will describe the problem of business competition, namely the merger that arises then will analyze the problem based on the opinion given by KPPU according to the applicable laws and regulations. The author concludes that the merger between Indosat and Huitchison did not result in monopolistic practices and/or unfair business competition or create a dominant position in the relevant market, but the merger did have a direct impact on several parties.