通过PT Pelita航空公司的品牌形象研究企业品牌重塑对购买意愿的影响

IF 0.9 Q4 COMPUTER SCIENCE, INFORMATION SYSTEMS

Journal of Computer Security Pub Date : 2021-02-28 DOI:10.29244/JCS.6.1.40-61

Dinda Maisya Nastiti, Nadya Syavaranti, A. E. Aruman

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引用次数: 2

摘要

PT Pelita Air Service或PT PAS是PT Pertamina (Persero)航空公司的子公司。2018年，PT PAS更换了公司标志。这是企业品牌重塑策略之一，旨在塑造良好的品牌形象，增加各种服务的购买意愿。本研究旨在通过PT PAS的品牌形象来确定企业品牌重塑对购买意愿的影响。本研究采用定量关联方法结合调查方法。采用有目的抽样的抽样方法，对97名了解PT PAS的受访者进行调查。结果显示，通过PT PAS的品牌形象，企业品牌重塑对购买意愿有直接且显著的影响，影响值为0.375。同时，企业品牌重塑对购买意愿的直接影响为-0.083。品牌形象在企业品牌重塑对购买意愿的影响中起到中介作用。本研究旨在为PT PAS评估其企业品牌重塑策略提供参考，以形成更好的品牌形象，从而提高其所提供服务的购买意愿。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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

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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来源期刊

Journal of Computer Security COMPUTER SCIENCE, INFORMATION SYSTEMS-

CiteScore

1.70

自引率

0.00%

发文量

期刊介绍： The Journal of Computer Security presents research and development results of lasting significance in the theory, design, implementation, analysis, and application of secure computer systems and networks. It will also provide a forum for ideas about the meaning and implications of security and privacy, particularly those with important consequences for the technical community. The Journal provides an opportunity to publish articles of greater depth and length than is possible in the proceedings of various existing conferences, while addressing an audience of researchers in computer security who can be assumed to have a more specialized background than the readership of other archival publications.