Authors :
Dedy Pahriwan; Achmad Fachrodji. DR.
Volume/Issue :
Volume 8 - 2023, Issue 2 - February
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3xYYx3o
DOI :
https://doi.org/10.5281/zenodo.7688779
Abstract :
The Covid 19 pandemic is not just a pandemic
but also became a catalyst for various business lines to
innovate in order to survive and compete with
competitors, Bank Yudha Bhakti now known as Bank
Neo Commerce (BNC) is one of the banks that took the
Rebranding to deal with Covid 19 exposure. thus the
objective of this research is to find out how far the
change in name, logo, slogan and service has affected the
company's image for BNC KCU Jakarta Gozco
customers. Some of the theories that serve as tools in this
research are systems theory which explains that
rebranding or changes that occur within the
organization as a result of environmental influences at
the same time assessed as an adaptation mechanism
which is clarified by organizational communication
theory and corporate image theory in the context of
corporate communication goals towards external
audiences to meet customer expectations. This study uses
rebranding as an independent variable they are Name,
Logo, Slogan and Service on its influence on Company
Image as Variable Y. This study used a quantitative
approach with a survey method by distributing
questionnaires to 180 samples. The type or nature of this
research is associative, causal, in this study BNC wants
to convey its goal that they have turned into a digital
bank through rebranding. The conclusion of this study is
that the significance value for the Name variable (X1) to
Image (Y) is 0.357> 0.05 and the t-count value to the t
table of Name Variable (X1) is 0.923 <1.973 so that the
name change has no significant effect, then for the
Variable Logo (X2) has a significant value of 0.429> 0.05
and the value of t count to t table is 0.793 <1.973 in other
words changes in the logo do not significantly affect the
BNC image, then Slogan (X3) has a significant value of
0.02 <0.05 while the t count value for the t table is 3.175>
1.973 so that changes in the Slogan have a significant
effect on the Image of the Neo Commerce Bank, Service
(X4) gets a significant value of 0.00 <0.05 and the t count
value on the t table is 3.958> 1,973 so that the change in
Slogan has a significant effect to the BNC Image, then
simultaneously neously X1, X2, X3, and X4 to Y have a
significant value of 0.000 <0.005 and a calculated F value
of 39.702> 2.42 it can be concluded that the change in
Name, Logo , Slogan, and Services simultaneously have a
significant effect on the BNC Image of Jakarta Gozco
KCU customers
Keywords :
Rebranding, Corporate Image, Bank Neo Commerce
The Covid 19 pandemic is not just a pandemic
but also became a catalyst for various business lines to
innovate in order to survive and compete with
competitors, Bank Yudha Bhakti now known as Bank
Neo Commerce (BNC) is one of the banks that took the
Rebranding to deal with Covid 19 exposure. thus the
objective of this research is to find out how far the
change in name, logo, slogan and service has affected the
company's image for BNC KCU Jakarta Gozco
customers. Some of the theories that serve as tools in this
research are systems theory which explains that
rebranding or changes that occur within the
organization as a result of environmental influences at
the same time assessed as an adaptation mechanism
which is clarified by organizational communication
theory and corporate image theory in the context of
corporate communication goals towards external
audiences to meet customer expectations. This study uses
rebranding as an independent variable they are Name,
Logo, Slogan and Service on its influence on Company
Image as Variable Y. This study used a quantitative
approach with a survey method by distributing
questionnaires to 180 samples. The type or nature of this
research is associative, causal, in this study BNC wants
to convey its goal that they have turned into a digital
bank through rebranding. The conclusion of this study is
that the significance value for the Name variable (X1) to
Image (Y) is 0.357> 0.05 and the t-count value to the t
table of Name Variable (X1) is 0.923 <1.973 so that the
name change has no significant effect, then for the
Variable Logo (X2) has a significant value of 0.429> 0.05
and the value of t count to t table is 0.793 <1.973 in other
words changes in the logo do not significantly affect the
BNC image, then Slogan (X3) has a significant value of
0.02 <0.05 while the t count value for the t table is 3.175>
1.973 so that changes in the Slogan have a significant
effect on the Image of the Neo Commerce Bank, Service
(X4) gets a significant value of 0.00 <0.05 and the t count
value on the t table is 3.958> 1,973 so that the change in
Slogan has a significant effect to the BNC Image, then
simultaneously neously X1, X2, X3, and X4 to Y have a
significant value of 0.000 <0.005 and a calculated F value
of 39.702> 2.42 it can be concluded that the change in
Name, Logo , Slogan, and Services simultaneously have a
significant effect on the BNC Image of Jakarta Gozco
KCU customers
Keywords :
Rebranding, Corporate Image, Bank Neo Commerce
