ANALYZING CUSTOMER RESPONSE (COGNITIVE, AFFECTIVE, CONATIVE) BEFORE AND AFTER THE IMPLEMENTATION OF GO-JEK REBRANDING STRATEGY

• Main Author: Millatina M P, Aghnia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49730
• Institution: Institut Teknologi Bandung

The rebranding effort carried out by GO-JEK in early 2019, aims to reflect on their journey from what was originally a two-wheeled transportation service, to become the first super application in Indonesia. Despite all the rebranding efforts, it is still unclear whether the new strategy has improved customer attitudes toward the company in terms of cognitive (awareness, knowledge), affective responses (liking, preference), and conative (conviction, purchases). Therefore, this study seeks to compare the responses of customer attitudes among GO-JEK customers to the implementation of the rebranding strategy. This research was conducted with a quantitative approach and using paired t-test techniques to process primary data. In general, a comparison between customer responses before and after implementation of the rebranding strategy shows a significant difference. The latest GO-JEK branding element stimulation shows a more positive response among users, but the use of the old version of the font is preferred by users than the font used by GO-JEK in the latest version of the application