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

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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