Pengaruh Rebrandring, Kualitas Produk, Kualitas Promosi terhadap Minat Beli Pelanggan pada Produk Glow and Lovely di Toko Cahaya Kosmetik

Abstract

Rebranding allows a company to change its image by adopting or changing a name that is more representative and stands out from its competitors. The purpose of this research is to determine the influence of rebranding, product quality, and promotion quality on interest in purchasing Glow and Lovely products. The quantitative approach method used is based on empirical data, namely numbers measured using statistics as a computational test tool and drawing conclusions regarding the problem being studied. The subjects of this research were customers of Glow and Lovely products at Cahaya Kosmetik shop. Respondents were selected using a purposive sampling method with exclusive considerations. Data was collected by distributing questionnaires. The sample was determined using the Slovin error formula of 10% with a population of 413 people, so a sample of 80 respondents was obtained. The research results show that the impact of the Glow and Lovely product rebranding began with changing the logo and product differentiation based on current developments, getting a positive response from users. These results indicate that the variables rebranding, product quality and promotion quality simultaneously have a significant effect on purchasing interest.