The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service

The Effect of Corporate Re-branding on Purchase Intention through The Brand Image of PT Pelita Air Service

  • Dinda Maisya Nastiti LSPR Communication and Business Institute, Central Jakarta, Indonesia
  • Nadya Syavaranti LSPR Communication and Business Institute, Central Jakarta, Indonesia
  • Akhmad Edhy Aruman LSPR Communication and Business Institute, Central Jakarta, Indonesia
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.

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Published
2021-02-28
How to Cite
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: 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