Analisis Pengaruh Rebranding Terhadap Brand Loyalty Aplikasi "X" Melalui Customer Satisfaction Sebagai Variable Intervening

Shalli, Fadlilah Gita (2025) Analisis Pengaruh Rebranding Terhadap Brand Loyalty Aplikasi "X" Melalui Customer Satisfaction Sebagai Variable Intervening. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6032222121-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only until 1 April 2027. Download (4MB) | Request a copy

Abstract

Sejak rebranding dari Twitter menjadi "X," platform ini menuai banyak kritik dari pengguna dan media. Kritik tersebut terlihat dari ulasan di Google Play Store yang menunjukkan rating kecil yakni, 3.2 dari 21 juta ulasan dengan keluhan terkait hilangnya identitas merek, fokus pada keuntungan finansial, serta gangguan pengalaman pengguna seperti loading lama dan error. Penelitian ini bertujuan untuk mengetahui faktor – faktor yang berpengaruh terhadap customer satisfaction dan brand loyalty serta menganalisis customer satisfaction terhadap brand loyalty pada Aplikasi X dengan menggunakan pendekatan konklusif-deskriptif, metode kuesioner, dan desain multiple cross-sectional yang dianalisis dengan Partial Least Square – Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa brand reputation memengaruhi customer satisfaction, sementara rebranding memengaruhi brand loyalty melalui perubahan sistem transaksi dan layanan premium. Namun, rebranding tidak memiliki pengaruh signifikan terhadap customer satisfaction, dan customer satisfaction tidak berpengaruh signifikan terhadap brand loyalty. Temuan ini mengindikasikan bahwa rebranding aplikasi "X" lebih efektif dalam membangun brand loyalty secara langsung tanpa melibatkan customer satisfaction, memberikan wawasan strategis bagi pengelola aplikasi dalam merancang rebranding yang lebih efektif
=====================================================================================================================================
Since the rebranding from Twitter to "X," the platform has received a lot of criticism from users and the media. The criticism can be seen from the reviews on the Google Play Store which show a low rating of 3.2 out of 21 million reviews with complaints related to the loss of brand identity, focus on financial gain, and disruption of user experience such as long loading and errors. This study aims to determine the factors that influence customer satisfaction and brand loyalty and analyze customer satisfaction towards brand loyalty on the X Application using a conclusive-descriptive approach, questionnaire method, and multiple cross-sectional design analyzed with Partial Least Square - Structural Equation Modeling (PLS-SEM). The results of the study indicate that brand reputation affects customer satisfaction, while rebranding affects brand loyalty through changes in the transaction system and premium services. However, rebranding does not have a significant effect on customer satisfaction, and customer satisfaction does not have a significant effect on brand loyalty. These findings indicate that the rebranding of the "X" application is more effective in building brand loyalty directly without involving customer satisfaction, providing strategic insights for application managers in designing more effective rebranding

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Rebranding, Brand Loyalty, Customer Satisfaction, Brand Reputation, “X” Apps, Social Media, Partial Least Square – Structural Equation Modeling (PLS-SEM).
Subjects:	H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	FADLILAH GITA SHALLI
Date Deposited:	30 Jan 2025 06:11
Last Modified:	30 Jan 2025 06:11
URI:	http://repository.its.ac.id/id/eprint/117107

Actions (login required)

View Item