PENGARUH LOGO BARU PT. TELKOM, Tbk TERHADAP CITRA PERUSAHAAN
Abstract: This study aimed to
determine to what extent rebranding had effect on corporate reputation. Through
the implementation of quantitative research design, this project involved
Telkom customers of Bandar Lampung as population where the sampling technique applied
was non-probability sampling and purposive sampling approach. The research
instruments were questionnaires which were handed out to 100 customers of
Telkom Bandar Lampung during May 2013 period. Afterward, the data were analyzed
using simple regression analysis. The results showed the value of R square of
company rebranding was 0.235 which indicated that the contribution X variable
(rebranding) played significant role in influencing each additional of Y
variable at 23.5% for corporate reputation while 76.5% were influenced by other
factors. Further, hypothesis test results signified that t-test 5,486 was
greater (>) than t-table 1,984 so that it can be concluded that rebranding
had significantly affect Telkom Ltd. corporate reputation in Bandar Lampung.
Kata Kunci: Citra Perusahaan, Identitas, Logo
Penulis: Febriansyah, Nuzul
Inas Nabila
Kode Jurnal: jpmanajemendd141293
