Pengaruh Rebranding, Kualitas Produk, Kualitas Informasi dan Relationship Marketing terhadap Brand Image Produk Glow and Lovely pada Toko Azkiya Kosmetik

Abstract

Company rebranding activities can change its image through adopting a name or changing a name that is more representative and differentiates itself from its competitors. This research is intended to understand the impact of rebranding, product quality, information quality, and relationship marketing on the brand image of Glow and Lovely products. The quantitative approach method used is based on positivistic data (concrete data), namely a statistical method used to measure numerical values related to research problems, with the aim of reaching conclusions. In this context, the research population is 550 consumers of Glow and Lovely products at Azkiya Kosmetik stores. Data collection was carried out by distributing questionnaires. The sample was obtained using the Arikunto formula by taking 25% of the population, so a sample of 138 respondents was obtained. The results of the research show that the influence of the rebranding carried out by the Glow and Lovely product started from changing the logo and differentiating the product following current developments and received a positive response from users of the Glow and Lovely product. This study revealed that respondents' purchasing decisions for the Glow and Lovely product were influenced by factors -factors such as rebranding, product quality, and information quality in the context of relationship marketing. These results show that the variables rebranding, product quality, information quality and relationship marketing simultaneously (simultaneously) have a significant effect on brand image.