Exploring the Impact of Perception After Rebranding and Customer Satisfaction on Corporate Image (A Case Study: PT. Darta Media Indonesia Kaskus)

DOI

10.2991/aicmar-18.2019.38How to use a DOI?

Keywords

perception after rebranding; customer satisfaction; corporate image

Abstract

Corporate image has emerged as the most discussed topic among companies worldwide in this decade, as it is a key component to the success of the business and corporate sustainability. However, customer perceptions after rebranding believed to be important variables that could affect the corporate image on Kaskus. To achieve these goals, increasing customer satisfaction is also need to be emphasis to improve the impact of the perception after rebranding that will influence of corporate image. The main objective of this study is to determine how perception after rebranding and customer satisfaction affect Kaskus as corporate image especially amongst Indonesian students in Universiti Utara Malaysia. To achieve the objective, quantitative methods were used and data was collected through questionnaires. A total of 108 questionnaires were distributed to Indonesian students in Universiti Utara Malaysia. Data were analyzed using the Statistical Package for Social Sciences version 19.0. Based on the hierarchical regression analysis, there is significance influence of perception after rebranding and customer satisfaction towards Kaskus corporate image. In addition, Customer satisfaction may moderate the effect to strengthen perception after rebranding on Kaskus corporate image. The findings suggest, by giving emphasis on customer satisfaction and create positive consumer perception after rebranding, corporate image can be improved, thus in the end, effectiveness and efficacy might also be improved. Finally, this study contributes both theoretical and managerial implications to achieve better corporate image through an emphasis on strategies to improve customer satisfaction.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Muhammad Ramaditya
PY  - 2019/02
DA  - 2019/02
TI  - Exploring the Impact of Perception After Rebranding and Customer Satisfaction on Corporate Image (A Case Study: PT. Darta Media Indonesia Kaskus)
BT  - Proceedings of the 5th Annual International Conference on Management Research (AICMaR 2018)
PB  - Atlantis Press
SP  - 174
EP  - 178
SN  - 2352-5428
UR  - https://doi.org/10.2991/aicmar-18.2019.38
DO  - 10.2991/aicmar-18.2019.38
ID  - Ramaditya2019/02
ER  -