Article Sidebar

Download
Download PDF

Main Article Content

Abstract

Tujuan penelitian ini adalah untuk mengetahui pengaruh Repositioning (X1) dan Rebranding (X2) terhadap Brand Image (Y) Produk e-commerce Shopee  di Kota Sukabumi. jenis penelitian ini deskriptif asosiatif, polulasi dan sampel yang digunakan adalah pengguna aplikasi e-commerce Shopee dengan teknik penerikan sampel menggunakan teknik purposive sampling yaitu penarikan sampel dengan menggunakan kriteria tertentu. Analis yang digunakan meliputi uji instrumen, uji asumsi klasik, analisis korelasi, analisis determinasi dan uji hipotesis. Hasil penelitian menunjukan bahwa  Repositioning (X1)  memiliki pengaruh yang cukup kuat terhadap Brand Image (Y) Produk e-commerce Shopee  di Kota Sukabumi sebesar 0.550 dengan arah korelasi searah sedangkan Rebranding (X2) memiliki pengaruh yang cukup kuat terhadap Brand Image (Y) Produk e-commerce  Shopee  di Kota Sukabumi sebesar 0.508 dengan arah korelasi searah dan untuk analysis determinasi menunjukan Repositioning (X1) dan Rebranding (X2) terhadap Brand image (Y) memiliki pengaruh kuat sebesar 0.717 sedangkan sisanya sebesar 0.229  dipengaruhi oleh variabel-variabel lain yang tidak diteliti. Dalam pengujian hipotesis dimana Ftest sebesar 29.983 > Ftabel  sebesar 2.190 sehingga Ha diterima bahwa ada Repositioning (X1) dan Rebranding (X2) memiliki pengaruh yang signifikan terhadap Brand Image (Y) Produk e-commerce Shopee  di Kota Sukabumi sehingga H0 ditolak.

Keywords

Repositioning, Rebranding, Brand image, Shopee, e-commerce

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Naryono, E., & Sopian, Y. (2025). Design Repositioning dan Rebranding Terhadap Brand Image Pada Produk e-commerce Shopee di Kota Sukabumi. Economics and Digital Business Review, 6(2), 1268–1281. https://doi.org/10.37531/ecotal.v6i2.2993
Download Citation
Endnote/Zotero/Mendeley (RIS)
BibTeX

References

  1. Abdullah, t Q.hA., & Yu, J. (2019). Attitudestandtpurchasetintentiontowardstcounterfeiting luxurious fashiontproductstamong yemenitstudents in China. AmericantJournaltoftEconomics, 9 (2), 53-64.
  2. Abraham ,hJ., hTakwin, hB.,h& Suleeman,hJ. (2018). Counterfeittself: Atconfirmatorytfactortanalysis amongtIndonesians. tKasetsart Journal oftSocial Sciences, 39 (3), 518-525. b
  3. Addis, t M., tMiniero, G., & Soscia, tI. (2018). Facingtcontradictorytemotions in eventtmarketing: leveraginghon surprise. Journal of Consumer Marketing, 35(2), 183–193.https://doi. org/10.1108/JCM-06-2016-1862. b
  4. Adenan t, M. tA.,ttAli,J. K., &tRahman, D. tH. tA. tA. (2018). tCountrytof Origin,tBrand Image andtHigh Involvement ProducttTowards Customer Purchase tIntention: EmpiricaltEvidencetof EasttMalaysiantConsumer. tJurnaltManajementDantKewirausahaan, t20(1), 63.https://doi. org/10.9744/jmk.20.1.63-72t
  5. Afonso, t C., Silva, G. tM., tGonçalves, H. M., &tDuarte, M. (2018). tThe roletoftmotivations and involvementtin winettourists’tintention to return: SEM and fstQCA findings. tJournal of BusinesstResearch, t89(June), t313–321.https://doi.org/10.1016/j.jbusres.2017.11.042.
  6. Amiri, t N. Al, Rahim, R. E. A., & Ahmed, G. (2020). Leadership b styles and organizational knowledge management activities: A systematic review. Gadjah Mada International Journal of Business, 22(3), 250–275.https://doi.org/10.22146/gamaijb.49903.
  7. Amstrong, t G dan Khotler P, 2003, Prinsip-prinsip Pemasaran, Jakarta : Erlangga b
  8. Asnawi , t N., B.M. Sukoco., M.A. Fanani. 2020. The role b of service quality within Indonesian customers satisfaction and loyalty and its impact on Islamic banks. Journal of Islamic Marketing 11(1): 192-212. b
  9. ATKearney . t (2021). tAtLuxurytGoodstMadetintChina.https://www.kearney.com/consumer-retail/ article?/a1luxury-goodsmade-in-china b
  10. Beauloye , t F. t (2020). tMillennials. tLuxe Digital.https://luxe.digital/businesss/digital-luxsury-speakeasy/millennials/t
  11. Brusch, tI., B. tSchwarz, tand R. tSchmitt. t2019. David versus Goliath - service quality factors for niche providers in online retailing. J. tRetail. tConsum. tServ. 50: 266-276. b
  12. Burnasheva, tR., tGuSuh, tY., &tVillalobos-Moron, tK. (2019). FactorstAffectingtMillennials’tAttitudes towardtLuxurytFashiontBrands: tA Cross-Cultural Study. tInternational Business Research, 12(6), 69–81. https://doi.org/10.5539/ibbr.v12n66p69t
  13. Chen, t J., Teng, L., & Liao, Y. (2018). s Counterfeit luxuries: Does b moral reasoning strategy influence consumers’ pursuit of counterfeits?” Journal of Business Ethics, Vol. 151, pp.249–264. b
  14. Ciptono, t 2022, Prilaku Konsumen, Jakarta : Erlangga b
  15. Coelho, tM. tG. tR., tdetAmorim, J. G. B., &tde Almeida, tV. tM. C. t (2019). Sportstmega-event sponsorship: tThetimpacttof FIFAtreputationtandtworld cup image ton sponsor brand equity. BAR - Brazilian AdministrationtReview, 16 (1).
  16. Cornwell, tT. tB. t (2019). tLesstSponsorshiptAs Advertisingtand More SponsorshiptLinkedtMarketing As AuthentictEngagement. Journaltof Advertising, 48(1), 49–60.
  17. Delafrooz, tN., tRahmati, tY., &tAbdi, tM. t (2019). tThe influencetof electronic word oftmouth on Instagram users: tAn emphasis on consumertsocialization framework. tCogent Business and Management, 6(1).
  18. Deloitte. t (2020). tGlobaltPowerstoftLuxurytGoodst2020tThe NewtAge of Fashiontand Luxury.
  19. Dettmann, tA. t (2020). tIndonesiantFashiontBrands TotLooktOut For.
  20. Eisend, tM. (2019). tMoralityteffectstand consumertresponses totcounterfeit and piratedtproducts: A meta-analysis. tJournaltof Business Ethics, 154, 301–323. b
  21. Farzin, tM., t&tFattahi, tM. t (2018). teWOM throughtsocialtnetworkingtsites and impact ontpurchase intention and brandtimagetin Iran. Journal oftAdvances intManagement Research, 15(2), 161–183.
  22. Han, tJ.H., tandtH.M. tKim. t2019. tThetrole of informationttechnologytuse for increasingtconsumer informedness in crosstbordertelectronic commerce: An empirical study. tElectronictCommerce Research andtApplications 34: 1-16. b
  23. Hashim, tH.,tAbdullah, tS., tShafee, tN. B., tSuhaimi, S., & Ching, T. S. (2019). tAnalysis oftthe factors thattinfluencetcustomer purchase intentionttowards luxurytfashiontgoods. Humanities and SocialtSciencestReviews, 7(5), 454–458.
  24. Heine, tK., tAtwal, tG., t&tHe, tJ. (2019). tManagingtcountry-of-origintaffiliations fortluxury brand-building in China. AustralasiantMarketing Journal, 27(1), 14–23
  25. Hien, tN. tN., tPhuong, tN. tN., tvantTran, tT., t& Thang, tL. tD. t (2020). tTheteffecttoftcountry-of-origintimagetontpurchasetintention: tThetmediatingtroletof brandtimagetandtbrandtevaluation. Management Science Letters, 10(6), 1205–1212.
  26. J.H. tHan, t2019, tRole of place attachmenttdimentionstini touris’tdecision makingtprosesstin cittaslo, JournaltoftdestinationtMarketingtandtManajement
  27. Kapferer, t J. N., & Michaut-Denizeau, A. (2020). s Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury. Journal of Brand Management, 27(1), 35–47.
  28. Khotler t P & Gerry A, 2009, Dasar dasar pemasaran, Jakarta : PT. Index b
  29. Khotler b P, 2008, Manajemen Pemasaran, Jakarta : PT. Prehallindo b
  30. Lee, tJ., tKim, tS. tH., t&tKang, tB. t (2019). tUStDMOtandtMeetingtPlanners, tdottheytreallyENGAGE with each other? Customertengagementtin thetcontext of eventtindustry. Journaltof Convention and EventtTourism, 20(5), 351–374.
  31. Ministrytof Finance. t (2019). tThesetaretthetimpacts andtopportunitiestoftindonesiatas atmiddle-income country. b
  32. Missaghian, t R., & Pizarro Milian, R. (2019). s A day at the university fair: ‘hot’ brands, ‘house of brands’ and promotional tactics in higher education. Journal of Marketing for Higher Education, 29(2), 153–172. https://doi.org/10.1080/08841241.2018.1549183 b
  33. Montanari, tM. tG., Rodrigues, tJ. M., tDetMouratEngracia Giraldi, J., & Neves, M. F. (2018). s Country of origin effect: tA studytwith Brazilian consumerstintthe luxury market. Brazilian Business Review, t15(4), 348–362.
  34. Naryono Endang, (2020). Strategi Pemasaran, Sukabumi : P3M STIE Pasim
  35. Naryono Endang, (2022). Kewirausahaan, Sukabumi : P3M STIE Pasim
  36. Naryono Endang, 2019, Sistematika Penulisan Skripsi Program Sarjana STIE PASIM Sukabumi, Sukabumi : P3M STIE PASIM
  37. Naryono Endang, (2022), Employee Performance: Organizational Culture, Discipline and the Mediating Role of Motivation. https://doi.org/10.37531/ecotal.v4i2.460
  38. Naryono Endang, (2023), Design Strategi Positioning Ecommerce Di Kota Sukabumi, https://doi.org/10.37531/ecotal.v4i2.697
  39. Naryono Endang, (2024), Design Strategi Pemasaran Pemilihan Presiden dan Wakil Presiden Republik Indonesia Di Kota Sukabumi. https://doi.org/10.37531/ecotal.v5i2.1112
  40. Park, t G., Chen, F., & Cheng, L. (2021). s A study on the millennials usage behavior of social network services: Effects of motivation, density, and centrality on continuous intention to use. Sustainability (Switzerland), 13(5), 1–21. https://doi.org/10.3390/su13052680 b
  41. Parshakov, tP., tNaidenova, tI., t& Barajas, tA. t (2020). tSpillover effect in promotion: tEvidencetfrom video game publishers and eSports tournaments. tJournal of Business Research, 118(November 2018), 262–270.
  42. Rai, tS., t&tNayak, tK. (2018). tRole of eventtpersonalitytandtexhibitors’teudaimonic and hedonic happiness in predicting event advocacy intentions: tan empirical study. tInternational Journal of Eventand FestivaltManagement. b
  43. Schiffman t & t Kanuk, 2008, “Prilaku Konsumen”, Jakarta : PT. Index b
  44. Sel, tZ. tG., t&tAktas, tG. (2019). tAdvertisingtevents: Contenttand semiotictanalyses of CannestFilm Festival posters. EventtManagement, 23(2), 207–221.
  45. Semrad, tK. tJ., t& Rivera, tM. t (2018). tAdvancingtthe 5E’s in festivaltexperience for thetGentY frameworktin the context of eWOM. Journal of DestinationtMarketing and Management, 7, 58–67.
  46. Shin, tH., tLee, tH., t&tPerdue, tR. R. t (2018). tThetcongruityteffectstoftcommercialtbrandsponsorship in a regional event. Tourism Management, 67, 168–179.
  47. Sijoria, tC., tMukherjee, tS., &tDatta, B. (2018). tImpact of thetantecedents of eWOM on CBBE. Marketing Intelligence and Planning, 36(5), 528–542.
  48. Singh, tM., tKaushik, tN. tK., t&tPanghal, tN. t (2020). tFoodtfortThought: EffecttoftAfternoontMeals on ExecutivetFunctioningtof thetBrain. InternationaltArchives oftIntegratedtMedicine, 7(5), 32–38.
  49. Sugiono, t 2022, Metodelogi Penelitian Kuatitatif dan Kualitatif, Bandung : Alfabeta b
  50. Swart, tK., tGeorge, tR., tCassar, J., t& Sneyd, C. (2018). tThe 2014 FIFAtWorldtCup TM: tTourists’ satisfactiontlevelstandtlikelihoodtoftrepeattvisitation to Riotde Janeiro. JournaltoftDestination Marketing andtManagement, 8 (August 2016), 102–113