Analisis Dampak Rebranding Jaguar Terhadap Brand Image pada Komunitas Otomotif AB Racing Team

Antar, Muhammad Ariq (2026) Analisis Dampak Rebranding Jaguar Terhadap Brand Image pada Komunitas Otomotif AB Racing Team. Tugas Akhir (S1) - thesis, Universitas Bakrie.

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Abstract

The global automotive industry is currently undergoing significant changes due to increasing market competition and the shift toward environmentally friendly electric vehicles. These conditions encourage automotive companies to adjust their brand strategies to remain relevant, one of which is through rebranding. This study aims to analyze the impact of Jaguar’s rebranding on brand image within the AB Racing Team automotive community. This research employs a quantitative approach with an explanatory method. The number of respondents in this study is 101 individuals who are active members of the AB Racing Team community. The results show that Jaguar’s rebranding has a significant effect on brand image among the AB Racing Team automotive community. Rebranding influences how the community perceives Jaguar’s identity, values, and new brand direction. Based on the findings, rebranding contributes 11% to brand image, while the remaining 89% is influenced by other factors outside the research variables.

Item Type: Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords: Rebranding, Brand Image, Automotive Industry, Automotive Community.
Subjects: Communication Science > Digital Communication
Communication Science > Marketing Communications
Thesis > Thesis (S1)
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Ilmu Komunikasi
Depositing User: Muhammad Ariq Antar
Date Deposited: 25 Feb 2026 01:30
Last Modified: 25 Feb 2026 01:30
URI: https://repository.bakrie.ac.id/id/eprint/13129

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