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"[Loyalitas pelanggan yang mengikat menyebabkan profitabilitas yang tinggi. Perusahaan yang ingin mendapatkan loyalitas pelanggan yang kuat, harus memperhatikan faktor-faktor yang mempengaruhi perilaku konsumen tersebut. Mengutip Kotler dan Assael faktor budaya dan gaya hidup dapat mempengaruhi perilaku konsumen. Seperti yang kita lihat di Indonesia, menurut Yasraf Amir Piliang, fenomena yang menonjol dalam masyarakat Indonesia saat ini, yang menyertai kemajuan ekonomi adalah berkembangnya budaya konsumsi yang ditandai dengan berkembangnya gaya hidup. Realita yang terjadi ini dapat dilihat seperti ramainya pusat perbelanjaan yang ada, banyaknya masyarakat yang tergiur dengan adanya diskon dan masih banyak lagi, hal ini menjadikan masyarakat tidak dapat membedakan mana yang menjadi kebutuhan atau sekedar keinginan. Akan tetapi hal ini dapat menjadi keuntungan bagi para pemasar untuk meraih profit bagi perusahaan.Penelitian ini bertujuan untuk mengetahui ada atau tidaknya pengaruh budaya dan gaya hidup konsumtif terhadap loyalitas.Temuan utama penelitian ini menunjukkan bahwa terdapat pengaruh dan korelasi positif yang sangat kuat antara budaya dan gaya hidup konsumtif terhadap loyalitas konsumen.

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Bind Customer loyalties make a higher profitability. Firms that wanted to get strong level of customer loyalty, have to concern on factors that affect that costumer behavior. According to Kotler and Assael cultural factor affect costumer behavior. As we see in Indonesia, according to Yasraf Amir Piliang, prominent phenomenon in Indonesian society today that accompanies economic development is growing on consumer culture which is characterized by the development of life style. The reality happened can be shown such as how crowded the shopping centers, much societies that influence with the discount prices, and others. It make the societies sould not different between need and want. But it will make the benefits to marketer to achieve the profits for the firms.This study aims to determine, whether there is any influence of consumer culture and lifestyle to loyalty.The result of analysis from this research indicate that found influence and strong correlation between consumer culture and lifestyle to customer loyalty.;Bind Customer loyalties make a higher profitability. Firms that wanted to get strong level of customer loyalty, have to concern on factors that affect that costumer behavior. According to Kotler and Assael cultural factor affect costumer behavior. As we see in Indonesia, according to Yasraf Amir Piliang, prominent phenomenon in Indonesian society today that accompanies economic development is growing on consumer culture which is characterized by the development of life style. The reality happened can be shown such as how crowded the shopping centers, much societies that influence with the discount prices, and others. It make the societies sould not different between need and want. But it will make the benefits to marketer to achieve the profits for the firms.This study aims to determine, whether there is any influence of consumer culture and lifestyle to loyalty.The result of analysis from this research indicate that found influence and strong correlation between consumer culture and lifestyle to customer loyalty., Bind Customer loyalties make a higher profitability. Firms that wanted to get strong level of customer loyalty, have to concern on factors that affect that costumer behavior. According to Kotler and Assael cultural factor affect costumer behavior. As we see in Indonesia, according to Yasraf Amir Piliang, prominent phenomenon in Indonesian society today that accompanies economic development is growing on consumer culture which is characterized by the development of life style. The reality happened can be shown such as how crowded the shopping centers, much societies that influence with the discount prices, and others. It make the societies sould not different between need and want. But it will make the benefits to marketer to achieve the profits for the firms.This study aims to determine, whether there is any influence of consumer culture and lifestyle to loyalty.The result of analysis from this research indicate that found influence and strong correlation between consumer culture and lifestyle to customer loyalty.]"

"Seabank merupakan salah satu digital bank yang merupakan perusahaan raksasa teknologi asal Singapura yaitu Sea Group, berhasil melakukan masuk ke dalam pasar perbankan di Indonesia. Semakin meningkatnya pertumbuhan Bank Digital di Indonesia akan mengancam loyalitas nasabah Seabank sendiri karena maraknya permasalahan customer switching dan multiple account dibidang perbankan. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh Pengaruh Customer Experience, Customer Satisfaction, dan Word of Mouth terhadap Customer Loyalty dengan Consumer Demographics sebagai Variabel Moderasi pada Nasabah Seabank di DKI Jakarta. Penelitian ini dilakukan dengan menyebarkan kuesioner menggunakan Google Form kepada 100 nasabah Seabank di DKI Jakarta dengan usia minimal 18 tahun dan telah melakukan transaksi melalui aplikasi Seabank minimal 2 kali dalam 6 bulan terakhir. Penelitian ini menggunakan analisis deskriptif, analisis regresi liniear dengan uji t dan f serta moderated regression analysis melalui software SPSS. Hasil penelitian ini menunjukkan bahwa customer experience, customer satisfaction, dan word of mouth secara parsial memiliki pengaruh signifikan terhadap customer loyalty pada nasabah Seabank di DKI Jakarta. Akan tetapi, variabel moderasi yaitu consumer demographics yang terdiri dari jenis kelamin, usia, dan pendapatan, tidak memiliki memiliki pengaruh sehingga tidak memoderasi pengaruh antara variabel customer experience, customer satisfaction, dan word of mouth terhadap customer loyalty. Sedangkan pendidikan memoderasi pengaruh customer satisfaction terhadap customer loyalty.

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Seabank is a digital bank from Singapura which has succeeded in entering the banking market in Indonesia. The increasing growth of Digital Banks in Indonesia will threaten the loyalty of Seabank's own customers due to the increasing problems of customer switching and multiple accounts in the banking sector. The purpose of this research is to analyze the influence of Customer Experience, Customer Satisfaction, and Word of Mouth on Customer Loyalty with Consumer Demographics as a Moderating Variable on Seabank Customers in DKI Jakarta. This research was conducted by distributing questionnaires using Google Form to 100 Seabank customers in DKI Jakarta who were at least 18 years old and had made transactions via the Seabank application at least twice in the last 6 months. This research uses descriptive analysis, linear regression analysis with t and f tests and moderated regression analysis using SPSS software. The results of this research show that customer experience, customer satisfaction, and word of mouth partially have a significant influence on customer loyalty of Seabank customers in DKI Jakarta. However, the moderating variable, namely consumer demographics which consists of gender, age and income, has no influence so it does not moderate the influence of the customer experience, customer satisfaction and word of mouth variables on customer loyalty. Meanwhile, education moderates the influence of customer satisfaction on customer loyalty."

"Mobile Banking adalah salah satu inovasi yang paling menjanjikan dewasa ini karena memberikan kepraktisan bagi bank dan nasabahnya. Mobile Banking merupakan fitur utama yang ditawarkan oleh Bank Jago yang merupakan sebuah bank digital. Bank Jago berhasil mengakuisisi dua juta pelanggan hanya dalam lima kuartal. Fenomena ini sangat menarik sehingga penulis membangun penelitian ini yang bertujuan untuk menganalisis pengaruh dari Trust, Convenience, Social Influence, App Attributes, dan Customer Support terhadap Customer Experience beserta pengaruhnya terhadap Customer Loyalty dan Continue Usage Intention kepada pengguna m-banking Bank Jago. Sampel yang diteliti adalah pengguna m-banking Bank Jago yang berdomisili di Indonesia dan berusia antara 18-35 tahun. Data didapatkan dari 314 responden menggunakan non-probability convenience sampling yang dianalisis menggunakan metode structural equation modelling (SEM) dengan software SmartPLS 3.2.9. Hasil analisis menunjukkan Trust, Convenience, dan App Attributes berpengaruh positif terhadap Customer Experience. Sedangkan Social Influence dan Customer Support tidak memiliki pengaruh yang signifikan terhadap Customer Experience. Continue Usage Intention dipengaruhi paling besar oleh Customer Experience setelah itu diikuti oleh Customer Loyalty.

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Mobile Banking is one of the most promising innovations today because it provides many benefits for banks and their customers. Mobile Banking is the main feature offered by Bank Jago which is a digital bank. Bank Jago succeed to acquire two million customers in just five quarters. This phenomenon is very interesting, so the authors built this study which aims to analyze the effect of Trust, Convenience, Social Influence, App Attributes, and Customer Support on Customer Experience and their effect on Customer Loyalty and Continue Usage Intention on Bank Jago m-banking users. In context of m-banking Bank Jago among millennials and Gen Z in Indonesia. Data gathered from 314 respondents using non-probability convenience sampling that is analyzed using structural equating modelling (SEM) using SmartPLS 3.2.9. Result shows app attributes has primary impact on customer experience of millennials and Gen Z users that is followed by convenience and trust. Moreover, customer experience has primary impact on continue usage intention and followed by customer loyalty."

"Penelitian sebelumnya dalam pemasaran dan perilaku konsumen telah membuktikan bahwa budaya mempengaruhi perilaku konsumen. Dalam hubungannya dengan perilaku konsumen, kepuasan dan loyalitas pelanggan memiliki hubungan diantaranya. Penelitian ini bertujuan untuk menguji hubungan antara budaya nasional berdasarkan pada nilai dimensi Hofstede dan loyalitas pelanggan serta kepuasan hanya pada dimensi kebudayaan Uncertainty of Avoidance (UAI), Individualism (IDV), dan Power Distance (PDI). Penelitian dilakukan di 8 negara berbeda pada 10 industri. Regresi berganda akan digunakan dalam penelitian ini. Melalui penelitian ini, dibuktikan bahwa kebudayaan memberikan kontribusi dalam perilaku konsumen ketika memilih suatu produk.

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Previous research has identified culture as important factor in determining consumer behavior. To the extent of consumer behavior, customer loyalty and customer satisfaction lie within the behavior. This study seeks to examine the relation between national culture based on Hofstede's dimensional scores and customer loyalty and satisfaction only on Uncertainty of Avoidance (UAI), Individualism (IDV), and Power Distance (PDI) cultural item. The study was conducted in 8 different countries at 10 industries. Multiple Regression will be carried out in examining this study. It was proved that culture gives a contribution to consumer behavior when deciding a product."

"Penelitian ini dilatarbelakangi oleh kenyataan bahwa tingkat persaingan antara radio siaran swasta niaga semakin tinggi. Banyaknya pemain baru dalam bisnis jasa media radio memaksa pemain lama untuk terus menjalin hubungan dengan stakeholder atau khalayak demi mempertahankan loyalitas khalayaknya. Melalui penelitian terhadap persepsi khalayak ini kemudian akan dilihat pengaruhnya pada tingkat loyalitas khalayak. Khalayak yang dijadikan obyek penelitian adalah khalayak pendengar PT. Radio Prambors, sebuah perusahaan radio siaran swasta niaga yang telah 34 tahun berkecimpung dalam bisnis jasa media radio. Berdasarkan hal tersebut, yang menjadi tujuan penelitian ini adalah untuk mengkaji pengaruh persepsi khalayak tentang kegiatan consumer relations. Penelitian ini dilakukan dengan menggunakan pendekatan kuantitatif yang bersifat eksplanati£ Pengumpulan data dilakukan dengan cara survei. Populasi penelitian sesuai dengan obyek penelitiannya yaitu pendengar radio Prambors, maka dilakukan penelitian pada pendengar radio Prambors yang datanya tercatat dalam basis data (database) yang dimiliki oleh PT. Radio Prambors yang terdiri dari pria dan wanita dengan jenjang usia 15-24 dengan jumlah sampel sebanyak 112 orang. Teknik penarikan sampel dilakukan dengan cara acak berstrata (stratified random sampling). Data primer dikumpulkan melalui pengisian kuesioner oleh responden dan wawancara dengan pihak terkait sedangkan data sekunder diperoleh melalui studi atas hasil penelitian sejenis yang pernah dilakukan sebelumnya. Penguj ian statistik dilakukan untuk data univariat, yang dianalisis dengan menyajikan distribusi frekuensinya, sedangkan data multivariat dianalisis dengan uji regresi linear. Dari hasil survey yang dilakukan, dapat disimpulkan bahwa sebagian besar responden memiliki persepsi yang positif tentang kegiatan consumer relations yang dilakukan PT. Radio Prambors, khususnya untuk hal teknis kegiatan, layanan yang diberikan Humas dalam kegiatan tersebut serta manfaat yang dirasakan responden atas kegiatan yang diselenggarakan. Demikian pula dengan tingkat loyalitas responden yang cukup tinggi pada radio Prambors, baik dari segi perilaku maupun dari segi sikap responden terhadap radio Prambors. Persepsi khalayak tentang kegiatan consumer relations juga cukup berpengaruh pada tingkat loyalitas responden walaupun tidak terlalu besar sehingga untuk lebih meningkatkan loyalitas khalayak perlu ditelaah lebih lanjut mengenai faktor penentu lainnya yang dalam penelitian ini tidak diteliti, misalnya faktor pemicu loyalitas, salah satunya ialah tingkat kepuasan. Melihat kenyataan di atas, dapat dikatakan bahwa persepsi responden tentang kegiatan consumer relations hanya merupakan salah satu faktor yang menjadikan responden loyal pada perusahaan (dalam hal ini perusahaan jasa media radio). Dengan demikian, diperlukan upaya lain seorang petugas Humas untuk lebih memuaskan khalayak konsumennya dengan perencanaan yang lebih matang, meningkatkan layanan dan kedekatan yang lebih personal serta bermanfaat bagi khalayak.

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This research is back-grounded by the fact that competition level among commercial private sector of broadcast radio is increasing. The huge number of new player in radio media service business force old player to continue to braid their relations with the audience or stakeholders for the shake of maintaining its loyalty. Through this research on audience perception will then be seen its influence on the increase of audience loyalty. Audiences taken as research object are the listener of PT. Radio Prambors, a broadcast radio company of commercial private sector which have 34 years dabble in radio media service business. Pursuant to the mentioned, the target of this research is to study audience perception influence about the activity of consumer relations. This research is conducted by using quantitative approach which have the explanative character. Data collecting done by survey. According to its research object, research populations are the listener of Prambors radio. Its data is registered in database of PT. Radio Prambors which consist of woman and man aged 15-24 with amount of sampel counted to 112 people. This research uses stratified random sampling as technique of sample withdrawal. Primary data was collected through admission filling of questionnaire by responder and interview with related parties. While secondary data obtained through the study of similar research which have been done previously. Statistical examination for the data of univariat, analysed by presenting its frequency distribution, while multivariat data analysed with linear regression test. From result survey that has been done, can be concluded that most responder have positive perception about the consumer relations activity conducted by PT. Radio Prambors, specially for technical matter of activity, service given by Public Relations in the activity and also the benefit felt by responder to that activity. The responder level of loyalty on Prambors radio is also high enough, either from behavioral facet and also from responder attitude facet to Prambors radio. Audience perception about activity of consumer relations also has enough effect on responder loyalty level although it is not too big. To improve audience The audience's perception of consumer relations activities is also sufficient has an effect on the level of respondent loyalty, although not too big So to further increase audience loyalty it needs to be studied further regarding other determining factors which were not examined in this study, for example Factors that trigger loyalty, one of which is the level of satisfaction. Looking at the reality above, it can be said that the respondent's perception regarding consumer relations activities is only one factor making respondents loyal to the company (in this case a service company radio media). Thus, other efforts are needed from a Public Relations officer to better satisfy its consumer audience with more planning mature, improve service and more personal closeness as well useful for the public."

"Penelitian ini dilakukan dengan tujuan untuk mengetahui dan menganalisis pengaruh attitude dan trust terhadap loyalitas konsumen pada e-commerce produk pakaian pria di Lazada.co.id. Variabel dalam penelitian ini adalah online shopping experience, security protection, third party evaluation, kualitas produk, inovasi produk, kepuasan pelanggan, kepercayaan pelanggan, reputation dan loyalitas konsumen. Sampel penelitian yang digunakan ini adalah pelanggan e-commerce produk pakaian pria Lazada.co.id. sebanyak 180 orang. Jenis penelitian yang digunakan adalah deskriptif kuantitatif, menggunakan metode Analisis SEM Structural Equation Model dengan program AMOS. Hasil penelitian menunjukkan bahwa online shopping experience berpengaruh positif terhadap kepuasan pelanggan. Online shopping experience berpengaruh positif terhadap e-trust. Security protection berpengaruh positif terhadap e-trust. Third party evaluation berpengaruh positif terhadap e-trust. Kualitas produk berpengaruh positif terhadap kepuasan pelanggan. Inovasi produk berpengaruh positif terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh positif terhadap e-trust. Kepuasan pelanggan berpengaruh positif terhadap reputation. E-trust berpengaruh positif terhadap loyalitas pelanggan. Reputation berpengaruh positif terhadap loyalitas pelanggan pada e-commerce produk pakaian pria di Lazada.co.id.

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This study was conducted with the aim to know and analyze the influence of attitude and trust on consumer loyalty on e commerce products men 39 s clothing at Lazada.co.id. Variables in this study are online shopping experience, security protection, third party evaluation, product quality, product innovation, customer satisfaction, customer trust, reputation and customer loyalty. The sample of this research used is e commerce customer of Lazada.co.id menswear products. as many as 180 people. The type of research used is descriptive quantitative, using SEM Structural Equation Model with AMOS program.

The results showed that online shopping experience has a positive effect on customer satisfaction. Online shopping experience positively affects e trust. Security protection has a positive effect on e trust. Third party evaluation has a positive effect on e trust. Product quality positively affects customer satisfaction. Product innovation has a positive effect on customer satisfaction.

Product innovation has a positive effect on customer satisfaction. Customer satisfaction positively affects e trust. Customer satisfaction has a positive effect on reputation. E trust has a positive effect on customer loyalty. Reputation positively affects customer loyalty in e commerce of menswear products at Lazada.co.id."

"Dalam pesaingan bisnis, berbagai cara digunakan oleh para penyedia jasa agar persaingannya bisa unggul dengan perusahaan yang lain. Salah satu cara agar bisa lebih unggu adalah dengan rneningkatkan hubungan dengan pelanggan, yaitu melayani segala kebutuhan pelanggan agar tercukupi. Perusahaan harus memikirkan cara untuk mempertahankan hubungan yang lebih jauh dengan pelanggannya dengan berbagai strategi yang memungkinkan. Penelitian ini mencoba untuk mengetahui pengaruh customer relations terhadap loyalitas konsumen untuk konsumen pengiriman paket di PT Pos Indonesia. Metodologi yang digunakan untuk skripsi ini adalah menggunakan metodologi mempermudah dalam pernghitungan hasil dari penelitian. Hasil dari penelitian ini membukikan bahwa terdapat pengaruh dari customer relations loyalitas konsumen.

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In business competition, varioues ways are used by service provider to become number one in competing with their competitors. One of them is improving their customer relationships by fulfilling the customer needs. Company should consider some ways to maintain relationships with the customer by using some possible strategies. This research attempts to determine the effect of customer relations for consumer loyalty in delivering package in PT Pos Indonesia. The results of this study is that there is an influence of customer relations for consumer loyalty."

"Tesis ini menganalisis pengaruh loyalitas terhadap hubungan antara kepuasan konsumen dan perilaku pembelian berulang. Loyalitas konsumen dijelaskan melalui variabel sikap dan perilaku loyalitas. Riset ini merupakan riset kuantitatif yang menggunakan data primer yang disebarkan pada 150 konsumen Tolak Angin Sido Muncul di Jakarta. Penelitian ini menggunakan metode analisis Strnctural Equation Model. Hasil penelitian menunjukkan bahwa perilaku loyalitas dapat memediasi hubungan secara positif antara kepuasan dan intensi pembelian berulang. Namun, sikap loyalitas tidak dapat memediasi langsung hubungan secara positif antara kepuasan dan intensi pembelian berulang.

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This thesis analyzed the loyalty's influence on the consumer satisfaction and repurchase behavior relationship. Consumer's loyalty is explained with attitude and behavioral loyalty variable. This research is a quantitative research which uses primary data from I 50 Tolak Angin Sido Muncul consumer's in Jakarta. This research using Strnctural Equation Modelling. The results of this research show that behavioral loyalty positively mediated the relationship between satisfaction and repurchase intention Meanwhile, attitude loyalty couldn't positively mediated the direct relationship between satisfaction and repurchase intention."

"[ABSTRAKPenelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, citra perusahaan, dan nilai konsumen terhadap loyalitas konsumen dalam penerapan strategi green marketing. Penelitian ini mengambil studi kasus produk kosmetik The Body Shop. Data diambil dari 200 responden yang pernah menggunakan paling tidak 1 jenis produk The Body Shop. Analisis data menggunakan dengan metoda analisis structural equation model melalui perangkat lunak Lisrel. Penelitian ini terdiri dari 8 hipotesis Hasil penelitian menunjukkan bahwa nilai emosional, nilai sosial, dan nilai harga memiliki pengaruh positif dan signifikan terhadap kepuasan konsumen. Sedangkan kualitas produk dan citra perusahaan tidak memiliki pengaruh signifikan terhadap kepuasan konsumen. Kualitas produk dan citra perusahaan juga memiliki pengaruh signifikan terhadap loyalitas konsumen. Implikasi manajerial diberikan untuk meningkatkan performa perusahaan.

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ABSTRACTThis study aims to analyze the influence product quality, corporate image, consumer loyalty and consumer value in the implementation of green marketing strategy. This research is a case study of The Body Shop. Data were taken from 200 respondents who had used at least one type of product of The Body Shop. Regression data analysis with structural equation model (SEM) analysis method using the software Lisrel. This study consists of 8 hypothetical results showed that the emotional value, social value, and price value has a positive and significant influence on consumer satisfaction. While product quality and corporate image does not have a significant influence on consumer satisfaction. Product quality and corporate image also has a significant influence on consumer loyalty. Managerial implications are given to improve the performance of the company.;This study aims to analyze the influence product quality, corporate image, consumer loyalty and consumer value in the implementation of green marketing strategy. This research is a case study of The Body Shop. Data were taken from 200 respondents who had used at least one type of product of The Body Shop. Regression data analysis with structural equation model (SEM) analysis method using the software Lisrel. This study consists of 8 hypothetical results showed that the emotional value, social value, and price value has a positive and significant influence on consumer satisfaction. While product quality and corporate image does not have a significant influence on consumer satisfaction. Product quality and corporate image also has a significant influence on consumer loyalty. Managerial implications are given to improve the performance of the company., This study aims to analyze the influence product quality, corporate image, consumer loyalty and consumer value in the implementation of green marketing strategy. This research is a case study of The Body Shop. Data were taken from 200 respondents who had used at least one type of product of The Body Shop. Regression data analysis with structural equation model (SEM) analysis method using the software Lisrel. This study consists of 8 hypothetical results showed that the emotional value, social value, and price value has a positive and significant influence on consumer satisfaction. While product quality and corporate image does not have a significant influence on consumer satisfaction. Product quality and corporate image also has a significant influence on consumer loyalty. Managerial implications are given to improve the performance of the company.]"

"Penelitian ini menguji pengaruh aktivitas rebranding terhadap kepuasan pelanggan, dan pengaruh aktivitas rebranding ini terhadap loyalitas pelanggan terhadap persepsi konsumen Blue Bird Group. Variabel rebranding memiliki indikator pengukuran yang sesuai dengan teori yang dikemukakan oleh Muzellec et al. (2003). Selain itu, variabel kepuasan pelanggan diukur dengan indikator hasil penelitian dari Fornell et al. (1996). Selanjutnya variabel loyalitas pelanggan diukur dengan dimensi dan indikator menurut teori Dick and Basu (1994) dan Baloglu (2002). Penelitian ini menggunakan pendekatan kuantitatif dengan penyebaran kuesioner sebagai instrumen utama, dengan responden yang memenuhi kriteria, seperti mengetahui adanya kegiatan rebranding yang dilakukan oleh Blue Bird Group, dan pernah berwisata menggunakan jasa angkutan Blue Bird Gorup, sebelum dan setelah rebranding, masing-masing. masing-masing setidaknya dua kali. Tanggapan responden kemudian diolah menggunakan SPSS 24.0 melalui analisis statistik deskriptif dan analisis regresi linier sederhana. Temuan dari penelitian ini adalah rebranding berpengaruh positif terhadap kepuasan konsumen, dan rebranding berpengaruh positif terhadap loyalitas konsumen.

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This study examines the effect of rebranding activity on customer satisfaction, and the effect of this rebranding activity on customer loyalty towards consumer perceptions of Blue Bird Group. The rebranding variable has measurement indicators in accordance with the theory put forward by Muzellec et al. (2003). In addition, the customer satisfaction variable is measured by the research results indicator from Fornell et al. (1996). Furthermore, customer loyalty variables are measured by dimensions and indicators according to the theory of Dick and Basu (1994) and Baloglu (2002). This study uses a quantitative approach with distributing questionnaires as the main instrument, with respondents who meet the criteria, such as knowing the existence of rebranding activities carried out by the Blue Bird Group, and having traveled using the Blue Bird Gorup transportation service, before and after the rebranding, respectively. each at least twice. Respondents' responses were then processed using SPSS 24.0 through descriptive statistical analysis and simple linear regression analysis. The findings of this study are rebranding has a positive effect on customer satisfaction, and rebranding has a positive effect on consumer loyalty."