The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service
Article Sidebar
Accepted
28 February 2021
Published
28 February 2021
Keywords:
-
brand image, corporate re-branding, path analysis, PT Pelita Air Service, purchase intention
Abstract
PT Pelita Air Service or PT PAS is a subsidiary of PT Pertamina (Persero) in aviation. In 2018, PT PAS changed its company logo. It is one of the corporate re-branding strategies that aimed to create a good brand image to increase the various services' purchase intention. This study aims to determine the effect of corporate re-branding on purchase intention through the brand image of PT PAS. This study used a quantitative associative approach with the survey method. Based on the sampling method, namely purposive sampling, the survey was performed on 97 respondents who knew about PT PAS. The results showed a direct and significant impact between corporate re-branding on purchase intention through the brand image of PT PAS with 0.375. Meanwhile, the direct effect of corporate re-branding on purchase intention is -0.083. Brand image becomes a mediator between corporate re-branding in increasing its influence on purchase intention. This research is expected to be a reference for PT PAS in evaluating its corporate re-branding strategy to form a better brand image and subsequently increase purchase intention for the services it offers.
References
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Arslan, M., & Zaman, R. (2014). Impact of brand image and service quality on consumer purchase intention : a study of retail store in Pakistan. Research on Humanities and Social Sciences, 4(22), 98–106. ISSN: 2225-0484
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Barbu, C. M. (2016). Aligning the brand identity and brand image after re-branding. Management and Marketing Journal, 14(2), 180–187. Retrieved from: http://mnmk.ro/documents/2016_02/3.pdf
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Hermawan, Abdullah, A., & Purwati, N. E. (2016). Hubungan citra merek (brand image) terhadap minat beli konsumen sepeda motor Yamaha Matic New Soul GT (studi pada UD. Maju Motor Andunohu Kota Kendari). Business UHO: Jurnal Administrasi Bisnis, 1(2), 358–368. Doi: https://doi.org/10.33772/bujab.v1i2.9582
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Kazmi, A., & Mehmood, Q. S. (2016). The effect of electronic word of mouth communication and brand image on purchase intention: a case of consumer electronics in Haripur, Pakistan. Management Science Letters, 6(7), 499–508. Doi: https://doi.org/10.5267/j.msl.2016.5.003
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Kim, R. B., & Chao, Y. (2019). Effects of brand experience , brand image and brand trust on brand building process : the case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9–21. Doi: https://doi.org/10.14254/2071-8330.2019/12-3/1
Kotler, P., & Keller, K. L. (2012). Global Marketing Management (14th ed.). Prentice Hall.
Lee, J., & Lee, Y. (2018). Effects of Multi-Brand Company’s CSR Activities on Purchase Intention through A Mediating Role of Corporate Image and Brand Image. Journal of Fashion Marketing and Management, 22(3), 387–403. Doi: https://doi.org/10.1108/JFMM-08-2017-0087
Lin, C.H. (2013). The effects of brand images on purchase intention in catering industry. Pakistan Journal of Statistics, 29(5), 745–754.
Maknunah, L., & Rachmat, B. (2020). The effect of brand image, brand trust, economic benefits, and brand attitude toward purchase intention on iphone in East Java. International Journal of Multicultural and Multireligious Understanding, 7(2), 308–320. Doi: https://doi.org/10.18415/ijmmu.v7i2.1484
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., & Zhou, J. (2020). Apple or Huawei : understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability 2020, 12(8), 1–22. Doi: https://doi.org/10.3390/su12083391
Margaretha, S., Widayatmoko, & Pribadi, M. A. (2012). Analisis komunikasi pemasaran terpadu PT. Cubes Consulting dalam membangun brand association. Jurnal ASPIKOM, 1(5), 455–462. Doi: https://doi.org/10.24329/aspikom.v1i5.48
Martono, N. (2016). Metode Penelitian Sosial: Konsep-konsep Kunci. Rajawali Pers.
Natsir, N., & Ernawati, S. (2020). Pengaruh iklan, kepercayaan merek dan citra merek terhadap minat beli konsumen pengguna handphone Oppo di Kota Bima. Jurnal Ilmiah Manajemen Emor (Ekonomi Manajemen Orientasi Riset), 4(1), 1–15. Doi: https://doi.org/10.32529/jim.v4i1.506
[PAS] PT Pelita Air Service. (2019). Laporan Tahunan 2019. Retrieved from: https://www.pelita-air.com/images/typeannual/14986670203-r_boo.pdf
Salfina, L., & Gusri, H. (2018). Pengaruh citra merek, kualitas produk dan harga terhadap minat beli pakaian anak-anak studi kasus Toko Rizky dan Afdal Pariaman. Jurnal Indovisi, 1(1), 83–104. Doi: https://doi.org/10.30985/ji.v1i1.5
Sandy, K. F. (2014). INACA dorong bisnis penerbangan Charter Indonesia. Sindonews.Com. Retrieved from: https://ekbis.sindonews.com/read/911606/34/inaca-dorong-bisnis-penerbangan-charter-indonesia-1413352066.
Sari, C. W. (2019). Pengaruh rebranding dan kualitas layanan terhadap citra Merek (studi pada pelanggan majelis mie Cabang Citarum, Surabaya). Jurnal Ilmu Manajemen (JIM), 7(2), 453–460. ISSN:
2549-192X
Satria, D. A., & Sidharta, H. (2017). Pengaruh citra merek dan kualitas produk terhadap minat beli konsumen Porkball. PERFORMA: Jurnal Manajemen Dan Start-up Bisnis, 2(3), 398–408. ISSN: 2527-4635.
Setiawan, B., Aryanto, V. D. W., & Andriyansah. (2017). The effects of brand image on online perceived quality, online brand personality and purchase intention. International Journal of Economics and Business Administration, 5(3), 70–80. Doi: https://doi.org/10.35808/ijeba/136.
Suliyanto. (2018). Metode Penelitian Bisnis: untuk Skripsi, Tesis, dan Disertasi. Andi Offset.
Suryawardani, B., & Mariastuti, N. (2015). Pengaruh rebranding terhadap brand image pada Universitas Telkom (studi kasus mahasiswa/i Universitas Telkom). Prosiding Seminar Nasional Penelitian Dan PKM (SNaPP) Sosial, Ekonomi, Dan Humaniora, 5(1), 671–676. Retrieved from: http://proceeding.unisba.ac.id/index.php/sosial/article/view/474/pdf
Tariq, S. B., & Shaikh, F. (2020). Determinants of online purchase intention with the mediating effects of brand image-the study on female students of KASBIT. Journal of Marketing & Logistics (JML), 3.
Todor, R. (2014). The Importance of branding and re-branding for strategic marketing. Bulletin of the Transilvania University of Braşov Series V: Economic Sciences, 7(2), 59–64.
Wang, Y., & Tsai, C. (2014). The relationship between brand image and purchase intention: evidence from Award Winning Mutual Funds. The International Journal of Business and Finance Research, 8(2), 27–40. Retrieved from: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2322833
Winata, D. H., & Andjarwati, A. L. (2019). Pengaruh rebranding terhadap loyalitas dengan citra merek sebagai variabel mediasi (studi pada Po Sugeng Rahayu). Jurnal Ilmu Manajemen (JIM), 7(2), 327–333. ISSN: 2549-192X.
Wonggotwarin, T., & Kim, S. (2017). The products’ factors affecting purchase intention: a case study of condominium in Bangkok, Thailand. AU-GSB e-Journal, 10(1), 223–231.
Yuliani, R., Dida, S., & Nastiti, N. E. (2020). Celebrity cake branding as the initiators of nowadays cake. Jurnal ASPIKOM, 5(1), 176–187. Doi: https://doi.org/10.24329/aspikom.v5i1.435
Yunus, N. H., Md Ariff, M. S., Mohd Som, N., Zakuan, N., & Sulaiman, Z. (2016). The mediating effect of brand image between electronic word of mouth and purchase intention in social media. Advanced Science Letters, 22(10), 3176–3180. Doi: https://doi.org/10.1166/asl.2016.7999
Zubaedah, L. M. (2018). Corporate rebranding Tokobagus.com menjadi OLX.co.id. JITMI (Jurnal Ilmiah Teknik Dan Manajemen Industri), 1(1), 97–107. Doi: https://doi.org/10.32493/jitmi.v1i1.y2018.p%25p
Andriani, F., & Anandita, C. (2019). Rebranding Sofyan Hotel Cut Meutia dalam meningkatkan citra. Jurnal Pustaka Komunikasi, 2(1), 93–104. Doi: https://doi.org/10.32509/pustakom.v2i1.876
Anggriani, R. (2019). Pengaruh rebranding terhadap brand image pada Hotel Lombok Astoria Mataram Lombok (studi kasus pada Customer Hotel Lombok Astoria). Target : Jurnal Manajemen Bisnis, 1(2), 56–66. Doi: https://doi.org/10.30812/target.v1i1.580
Arifin, E., & Fachrodji, A. (2015). Pengaruh persepsi kualitas produk, citra merek dan promosi terhadap minat beli konsumen Ban Achilles di Jakarta Selatan. Jurnal MIX, 5(1), 124–143. Doi: https://dx.doi.org/10.22441/jurnal_mix
Arista, E. D., & Astuti, S.R.T. (2011). Analisis pengaruh iklan, kepercayaan merek, dan citra merek terhadap minat beli konsumen. Jurnal Ilmu Ekonomi ASET, 13(1), 37–45. ISSN 1693-928X.
Arslan, M., & Zaman, R. (2014). Impact of brand image and service quality on consumer purchase intention : a study of retail store in Pakistan. Research on Humanities and Social Sciences, 4(22), 98–106. ISSN: 2225-0484
Aspizain, C. (2016). The effects of service quality and corporate re-branding. Russian Journal of Agricultural and Socio-Economic Sciences, 12(60), 209–217. Doi: https://doi.org/10.18551/rjoas.2016-12.26
Barbu, C. M. (2016). Aligning the brand identity and brand image after re-branding. Management and Marketing Journal, 14(2), 180–187. Retrieved from: http://mnmk.ro/documents/2016_02/3.pdf
Bolhuis, W., de Jong, M. D. T., & van den Bosch, A. L. M. (2018). Corporate re-branding: effects of corporate visual identity changes on employees and consumers. Journal of Marketing Communications, 24(1), 3–16. Doi: https://doi.org/10.1080/13527266.2015.1067244
Budi, I. S. (2010). Analisis pengaruh rebranding dan brand personality terhadap brand image (stadi kasus pada PT Bank Jateng Kantor Cabang Pati). Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 9(3), 277–297. Doi: https://doi.org/10.14710/jspi.v9i3.277%20-%20297
Evanita, S., Andriani, C., & Trinanda, O. (2016). The re-branding of IKIP Padang to UNP: how the changes in brand awareness and brand image would affect student’s enrollment interest?. The 1st Internasional Conference on Economics, Business, and Accounting, 561–568. Doi: https://doi.org/10.31227/osf.io/pxdk2
Hermawan, Abdullah, A., & Purwati, N. E. (2016). Hubungan citra merek (brand image) terhadap minat beli konsumen sepeda motor Yamaha Matic New Soul GT (studi pada UD. Maju Motor Andunohu Kota Kendari). Business UHO: Jurnal Administrasi Bisnis, 1(2), 358–368. Doi: https://doi.org/10.33772/bujab.v1i2.9582
Hidayati, T. A., Suharyono, & Fanani, D. (2013). Pengaruh citra merek terhadap minat beli dan keputusan pembelian konsumen. Jurnal Administrasi Bisnis (JAB), 2(1), 162–171.
Hung, C. (2018). A study on the correlation among brand image, perceived risk , and purchase intention in food and beverage industry. Revista de Cercetare Şi Intervenţie Socială, 61, 122–133. ISSN: 1584-5397
[INACA] Indonesia National Air Carriers Association. (2017). Laporan Tahunan 2017. https://inaca.or.id/annual-report-2017/.
Ing, P. (2016). Cognitive, Emotional and Behavioral Reactions to Corporate Rebranding: Do NFC and Ambivalence Matter? Asian Journal of Business Research, 6(1), 1–18. Doi: https://doi.org/10.14707/ajbr.160018
Kazmi, A., & Mehmood, Q. S. (2016). The effect of electronic word of mouth communication and brand image on purchase intention: a case of consumer electronics in Haripur, Pakistan. Management Science Letters, 6(7), 499–508. Doi: https://doi.org/10.5267/j.msl.2016.5.003
Keller, K. L. (2013). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (Global Edi). Pearson Education Limited.
Kim, R. B., & Chao, Y. (2019). Effects of brand experience , brand image and brand trust on brand building process : the case of Chinese millennial generation consumers. Journal of International Studies, 12(3), 9–21. Doi: https://doi.org/10.14254/2071-8330.2019/12-3/1
Kotler, P., & Keller, K. L. (2012). Global Marketing Management (14th ed.). Prentice Hall.
Lee, J., & Lee, Y. (2018). Effects of Multi-Brand Company’s CSR Activities on Purchase Intention through A Mediating Role of Corporate Image and Brand Image. Journal of Fashion Marketing and Management, 22(3), 387–403. Doi: https://doi.org/10.1108/JFMM-08-2017-0087
Lin, C.H. (2013). The effects of brand images on purchase intention in catering industry. Pakistan Journal of Statistics, 29(5), 745–754.
Maknunah, L., & Rachmat, B. (2020). The effect of brand image, brand trust, economic benefits, and brand attitude toward purchase intention on iphone in East Java. International Journal of Multicultural and Multireligious Understanding, 7(2), 308–320. Doi: https://doi.org/10.18415/ijmmu.v7i2.1484
Mao, Y., Lai, Y., Luo, Y., Liu, S., Du, Y., & Zhou, J. (2020). Apple or Huawei : understanding flow, brand image, brand identity, brand personality and purchase intention of smartphone. Sustainability 2020, 12(8), 1–22. Doi: https://doi.org/10.3390/su12083391
Margaretha, S., Widayatmoko, & Pribadi, M. A. (2012). Analisis komunikasi pemasaran terpadu PT. Cubes Consulting dalam membangun brand association. Jurnal ASPIKOM, 1(5), 455–462. Doi: https://doi.org/10.24329/aspikom.v1i5.48
Martono, N. (2016). Metode Penelitian Sosial: Konsep-konsep Kunci. Rajawali Pers.
Natsir, N., & Ernawati, S. (2020). Pengaruh iklan, kepercayaan merek dan citra merek terhadap minat beli konsumen pengguna handphone Oppo di Kota Bima. Jurnal Ilmiah Manajemen Emor (Ekonomi Manajemen Orientasi Riset), 4(1), 1–15. Doi: https://doi.org/10.32529/jim.v4i1.506
[PAS] PT Pelita Air Service. (2019). Laporan Tahunan 2019. Retrieved from: https://www.pelita-air.com/images/typeannual/14986670203-r_boo.pdf
Salfina, L., & Gusri, H. (2018). Pengaruh citra merek, kualitas produk dan harga terhadap minat beli pakaian anak-anak studi kasus Toko Rizky dan Afdal Pariaman. Jurnal Indovisi, 1(1), 83–104. Doi: https://doi.org/10.30985/ji.v1i1.5
Sandy, K. F. (2014). INACA dorong bisnis penerbangan Charter Indonesia. Sindonews.Com. Retrieved from: https://ekbis.sindonews.com/read/911606/34/inaca-dorong-bisnis-penerbangan-charter-indonesia-1413352066.
Sari, C. W. (2019). Pengaruh rebranding dan kualitas layanan terhadap citra Merek (studi pada pelanggan majelis mie Cabang Citarum, Surabaya). Jurnal Ilmu Manajemen (JIM), 7(2), 453–460. ISSN:
2549-192X
Satria, D. A., & Sidharta, H. (2017). Pengaruh citra merek dan kualitas produk terhadap minat beli konsumen Porkball. PERFORMA: Jurnal Manajemen Dan Start-up Bisnis, 2(3), 398–408. ISSN: 2527-4635.
Setiawan, B., Aryanto, V. D. W., & Andriyansah. (2017). The effects of brand image on online perceived quality, online brand personality and purchase intention. International Journal of Economics and Business Administration, 5(3), 70–80. Doi: https://doi.org/10.35808/ijeba/136.
Suliyanto. (2018). Metode Penelitian Bisnis: untuk Skripsi, Tesis, dan Disertasi. Andi Offset.
Suryawardani, B., & Mariastuti, N. (2015). Pengaruh rebranding terhadap brand image pada Universitas Telkom (studi kasus mahasiswa/i Universitas Telkom). Prosiding Seminar Nasional Penelitian Dan PKM (SNaPP) Sosial, Ekonomi, Dan Humaniora, 5(1), 671–676. Retrieved from: http://proceeding.unisba.ac.id/index.php/sosial/article/view/474/pdf
Tariq, S. B., & Shaikh, F. (2020). Determinants of online purchase intention with the mediating effects of brand image-the study on female students of KASBIT. Journal of Marketing & Logistics (JML), 3.
Todor, R. (2014). The Importance of branding and re-branding for strategic marketing. Bulletin of the Transilvania University of Braşov Series V: Economic Sciences, 7(2), 59–64.
Wang, Y., & Tsai, C. (2014). The relationship between brand image and purchase intention: evidence from Award Winning Mutual Funds. The International Journal of Business and Finance Research, 8(2), 27–40. Retrieved from: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2322833
Winata, D. H., & Andjarwati, A. L. (2019). Pengaruh rebranding terhadap loyalitas dengan citra merek sebagai variabel mediasi (studi pada Po Sugeng Rahayu). Jurnal Ilmu Manajemen (JIM), 7(2), 327–333. ISSN: 2549-192X.
Wonggotwarin, T., & Kim, S. (2017). The products’ factors affecting purchase intention: a case study of condominium in Bangkok, Thailand. AU-GSB e-Journal, 10(1), 223–231.
Yuliani, R., Dida, S., & Nastiti, N. E. (2020). Celebrity cake branding as the initiators of nowadays cake. Jurnal ASPIKOM, 5(1), 176–187. Doi: https://doi.org/10.24329/aspikom.v5i1.435
Yunus, N. H., Md Ariff, M. S., Mohd Som, N., Zakuan, N., & Sulaiman, Z. (2016). The mediating effect of brand image between electronic word of mouth and purchase intention in social media. Advanced Science Letters, 22(10), 3176–3180. Doi: https://doi.org/10.1166/asl.2016.7999
Zubaedah, L. M. (2018). Corporate rebranding Tokobagus.com menjadi OLX.co.id. JITMI (Jurnal Ilmiah Teknik Dan Manajemen Industri), 1(1), 97–107. Doi: https://doi.org/10.32493/jitmi.v1i1.y2018.p%25p
Authors
Nastiti D. M., Syavaranti N., & Aruman A. E. (2021). The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service. Journal of Consumer Sciences, 6(1), 40-61. https://doi.org/10.29244/jcs.6.1.40-61
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