PENGARUH REBRANDING TERHADAP CITRA MEREK DAN LOYALITAS PELANGGAN GOJEK DI YOGYAKARTA

Gojek company that makes some changes or commonly referred to as rebranding to get the target market segment and to excel from its competitors. A good rebranding will have a positive effect on the image of a brand itself, while with the onset of a good brand image will have a positive effect on customer loyalty. The purpose of this research is to research and analyze the effect of rebranding on brand image and customer loyalty. Sampling techniques use purposive sampling techniques using non probability sampling method while samples are used using 200 people. Respondents in this study were people who had used Gojek's services. The measurement scale uses a likert scale and the measuring instrument used is a question form. Analysis of the data in this study using SEM AMOS version 24. The results of this study show that rebranding has a significant positive effect on brand image, rebranding has a significant positive effect on customer loyalty, brand image has a significant positive effect on customer loyalty and brand image significant mediates the influence between rebranding and customer loyalty.