PENGARUH KINERJA REBRANDING PROCESS TERHADAP BRAND IMAGE SONY XPERIA SMARTPHONE - Hilmansyah, Risman (2013)
Kemudahan mengakses informasi menjadikan konsumen lebih sensitif dalam memilih produk yang akan dikonsumsi sehingga brand menjadi salah satu faktor yang mempengaruhi dalam pemilihan produk disamping kebutuhan, harga, dan juga spesifikasi produk. Hal tersebut mendorong produsen untuk bersaing menciptakan brand image positif dalam persepsi konsumen melalui berbagai strategi salah satunya melalui rebranding process yang dilakukan Sony Mobile Communications.Penelitian ini dilakukan untuk mengetahui gambaran brand image serta seberapa besar pengaruh rebranding process melalui sub-variabel repositioning, renaming, redesign, dan relaunch, terhadap brand image Sony Xperia smartphone. Objek yang diteliti adalah Mahasiswa FPEB UPI pengguna Sony-Ericsson dan Sony-Xperia smartphone Angkatan 2009-2012. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan metode explanatory survey melalui teknik purposive sampling dengan jumlah sampel 62 responden. Teknik analisis data dan uji hipotesis yang digunakan adalah regresi linier ganda dengan alat bantu software komputer SPSS 20.0.Hasil penelitian menunjukkan gambaran brand image Sony Xperia smartphone cukup baik dan rebranding process berpengaruh positif terhadap brand image Sony-Xperia smartphone sebesar 79%. Penulis menyarankan untuk meningkatkan persepsi Ease access to an informations made consumers more sensitive to products that will be consumed, that made brand become one of the influence factors when choosing a product besides necessity, price and product specifications. That encourage producers compete to create brand image in the mind of consumers through various strategy including rebranding process carried out by Sony Mobile Communications.This study was conducted to find out the outlook of brand image as well as the influence of rebranding process toward brand image of Sony Xperia smartphone. Object of this study were FPEB UPI students in the year academy of 2009-2012 who have used products of Sony-Ericsson and Sony-Xperia smartphone.This sudy is descriptive and verifications method which using survey explanatory through purposive sampling technique by 62 respondents as samples. Data analysis technique and hypothesis testing using multiple linear regression with aid of SPSS 20.0 software.The result showed brand image of Sony Xperia smartphone quite good and rebranding process has an impact on brand image by 79%. Therefore, authors suggest to improve trust perception against brand Sony Xperia smartphone to increase the influence of rebranding process so the brand image of Sony Xperia smartphone is more positive.