Investigating the impact of rebranding on consumers' application experiences towards brand - A case study of Gojek's rebranding

Abstract

This study is intended to investigate the impact of rebranding tactics on customers’ application experiences. There are six independent factors impacting an organization's rebranding: new brand and service’s proximity, the brand familiarity, brand image, attachment to the original brand, application attachment, and the comfort of service. The different independent variable is analyzed to measure the progress in service assessment given the improvements to the independent variable. To identify the accuracy of the findings, the sampling procedure was stratified, and the instruments tested based on the validity test, reliability test, and classical assumption test. The research used a hypothesis checking approach and a dominant evaluation. Based upon the results of numerous regression experiments, from six variables, regression research showed that the four of the six variables had a significant effect on the change in service rating. The independent and dependent variables are used in a linear relationship, since the dependent variable matches the direction of the independent variables. The findings suggest that the comfort variable is the main component in adjusting the service evaluation.