Azko's Sustainable Business Strategy with Rebranding as an Intervening Variable
DOI:
https://doi.org/10.38035/dijemss.v8i1.7073Keywords:
Rebranding, Brand Image, Marketing Strategies, Customer Perception, inovation, Business StrategyAbstract
This study aims to analyze the business sustainability strategy of PT Aspirasi Hidup Indonesia Tbk through brand transformation from Ace Hardware to AZKO. The main focus of the study is to examine the influence of Brand Image, Marketing Strategy, Customer Perception, and Innovation variables on Business Sustainability with Rebranding as a mediating (intervening) variable. The research method used is a quantitative causal approach. Data were collected through questionnaires from 246 respondents selected using a purposive sampling technique, with the criteria being consumers who had shopped at AZKO after the brand transition period. The data analysis technique applied was Structural Equation Modeling–Partial Least Squares (SEM-PLS) using SmartPLS 4.0 software. The results showed that the Rebranding strategy was the most dominant factor and had a significant positive influence on business sustainability (β=0.403; t=6.790). Customer Perception and Innovation variables were also shown to have a significant direct impact on Business Sustainability. Conversely, Brand Image and Marketing Strategy did not have a direct influence on business sustainability, but had to go through a Rebranding process first to provide an optimal impact. Overall, this research model was able to explain 76.6% of the variability in business sustainability. In conclusion, AZKO's success in maintaining its presence in the modern retail market is highly dependent on the effectiveness of its rebranding implementation, supported by customer perception management and continuous product innovation.
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Copyright (c) 2026 Setiarini Setiarini, Erwin Permana, Lies Putriana, Yasmine Aulia Zahra, Fadlan Aibadurrahmani
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