KINASIH, KARINA SEKAR (2024) Pengaruh Rebranding “X” Terhadap Brand Loyalty Pengguna (Studi Pada Pengguna Media Sosial “X” Sebelum Dilakukan Rebranding). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Elon Musk acquired ownership of Twitter from Jack Dorsey in September 2022. Following this, the social media platform Twitter, now known as "X," underwent a major rebranding. This rebranding included changes in name, logo, colors, and the addition of new features that were previously unavailable. Moreover, "X" also restricted some features that were previously freely available to users accessing the platform for free, requiring users to upgrade their accounts by subscribing to Twitter Blue. These changes elicited various responses from users, both positive and negative. This research aims to investigate whether the rebranding of "X" has an impact on user brand loyalty. The study employs a positivist quantitative approach with a survey method. The research design is explanatory (explanatory research) and associative in nature. The population selected by the researcher consists of respondents who meet the following criteria: 1) Active users of social media "X" before the rebranding, and 2) Aged between 18-35 years. The sampling technique used in this study is non-probability purposive sampling using the Slovin formula, resulting in 100 respondents meeting these criteria. The research findings indicate that the rebranding of social media "X" has a 28.3% influence on user brand loyalty. The respondents in this study, who are users of social media "X," expressed disagreement with the rebranding efforts. However, these users consider themselves loyal to social media "X," as evidenced by their willingness to continue using it despite the rebranding.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Karina Sekar Kinasih | ||||||||
| Date Deposited: | 11 Jul 2024 07:46 | ||||||||
| Last Modified: | 11 Jul 2024 07:46 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/25788 |
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