The Effect of Rebranding Strategy on Corporate Image: A Case Study of PT. Goto Gojek Tokopedia Tbk

Authors

  • Melda Dea Safitri Universitas Kebangsaan Republik Indonesia, Jawa Barat, Indonesia
  • Nurul Aini Universitas Kebangsaan Republik Indonesia, Jawa Barat, Indonesia
  • Agung Augustrianto Universitas Kebangsaan Republik Indonesia, Jawa Barat, Indonesia
  • Nasihatun Falah Universitas Kebangsaan Republik Indonesia, Jawa Barat, Indonesia
  • Tari Fitrianti Universitas Kebangsaan Republik Indonesia, Jawa Barat, Indonesia
  • Siti Indriani Universitas Kebangsaan Republik Indonesia, Jawa Barat, Indonesia

DOI:

https://doi.org/10.38035/dijms.v7i5.6892

Keywords:

Rebranding Strategy, Corporate Image, Digital Industry

Abstract

This study is motivated by the rapid development of the digital industry which requires companies to adapt through rebranding strategies to maintain competitiveness and improve corporate image. The objective of this research is to analyze the effect of rebranding strategy on corporate image at PT GoTo Gojek Tokopedia Tbk. The research method uses a quantitative approach with an associative research type. Data were collected through questionnaires using a Likert scale from 30 respondents selected through purposive sampling technique. Data analysis techniques include validity test, reliability test, classical assumption test, and simple linear regression analysis. The results show that the rebranding strategy has a positive and significant effect on corporate image, with a significance value of 0.000 < 0.05 and a regression coefficient of 0.626. In addition, the coefficient of determination value of 0.407 indicates that the rebranding strategy explains 40.7% of the variation in corporate image. Therefore, it can be concluded that an effective rebranding strategy significantly improves corporate imagen.

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Published

2026-06-30

How to Cite

Safitri, M. D., Aini, N., Augustrianto, A., Falah, N., Fitrianti, T., & Indriani, S. (2026). The Effect of Rebranding Strategy on Corporate Image: A Case Study of PT. Goto Gojek Tokopedia Tbk. Dinasti International Journal of Management Science, 7(5), 1249–1260. https://doi.org/10.38035/dijms.v7i5.6892

Issue

Vol. 7 No. 5 (2026): Dinasti International Journal of Management Science (May - June 2026)

Section

Articles

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Copyright (c) 2026 Melda Dea Safitri, Nurul Aini, Agung Augustrianto, Nasihatun Falah, Tari Fitrianti, Siti Indriani

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