Bujangga, I Komang Danendra (2025) Pengaruh Rebranding dan Kualitas Layanan terhadap Brand Image di PT Angkasa Pura Indonesia (Studi Kasus Bandara Internasional I Gusti Ngurah Rai). Undergraduate thesis, Politeknik Negeri Bali.

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Abstract

This study aims to examine the influence of rebranding and service quality on the brand image of PT Angkasa Pura Indonesia, with a case study at I Gusti Ngurah Rai International Airport. The company’s transformation through merger rebranding into Injourney airports requires the development of a strong brand image and improved service quality to enhance competitiveness. The research method used is a quantitative approach through a survey of 205 respondents who are airport service users. The data were analyzed using multiple linear regression to assess the influence of each variable on brand image. The results show that both rebranding and service quality have a positive and significant influence on brand image, both partially and simultaneously. Rebranding through brand repositioning, renaming, redesign, and relaunch successfully formed a new perception in the minds of customers. Meanwhile, service quality, based on the dimensions of tangibles, reliability, responsiveness, assurance, and empathy, also contributes to strengthening the airport's positive image. This research is expected to contribute to the development of brand management theory and serve as a practical reference for PT Angkasa Pura Indonesia in enhancing branding strategies and improving service quality

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Rebranding, Service Quality, Brand image, I Gusti Ngurah Rai International Airport
Subjects: Ilmu Ekonomi > Ilmu Manajemen > Pemasaran
Divisions: Jurusan Administrasi Bisnis > Prodi D4 Manajemen Bisnis Internasional > Skripsi
Depositing User: I Komang Danendra Bujangga
Date Deposited: 07 Sep 2025 08:24
Last Modified: 07 Sep 2025 08:24
URI: https://repository.pnb.ac.id/id/eprint/19561

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