Upaya Rebranding Produk Property Pada Perumahan dalam Meningkatkan Kredibilitas Pembeli Pada PT. Cendana Indo Pratama

Abstract

Cendana Indo Pratama is a company engaged in the General Contractor field, among the business units developed by PT. Cendana Indo Pratama, one of which is in the property sector which is currently being built, namely the Bimura Residence housing in the Paiton area, as we know many residential businesses have been built, especially in the Paiton area, East Java. In early 2022 PT. Cendana Indo Pratama is rebranding the Bimura Residence housing. The purpose of this research is to describe the basic subsidy rebranding efforts at Bimura Residence, and subsidy basic rebranding in increasing buyer credibility and what are the supporting factors in increasing the credibility of buyers at Bimura Residence. This research method uses a qualitative descriptive approach. The data of this research uses primary and secondary data. The data collection method used interviews with housing developers, managers, then confirmed with all staff at Bimura Residence and carried out observations. The results of this study are the rebranding efforts carried out by PT. CIP in housing becomes the basis of subsidies through 4 stages of the rebranding effort itself. And what kind of rebranding efforts are the basis of these subsidies in increasing buyer credibility, as well as rebranding services to consumers at Bimura Residence which are supported by supporting factors in increasing buyer credibility at Bimura Residence.

Analysis of Rebranding the X Application on User Loyalty in Batam City

“…The results of the study also state that customers remain loyal to brands that have experienced rebranding so it can be concluded that rebranding has positive impact on customer loyalty. In research conducted by Cahyaningtiyas et al (2023), conducted research on rebranding efforts and factors in increasing buyer credibility at Bimura Residence. This research utilizes qualitative approach, involves interviews as the chosen data collection technique.…”

“…Questionnaire from Google Forms will be used as an instrument for the data collection, also similar to the method used by (Prayoga & Suseno, 2020). The qualitative approach will also be used in this study by using data collection techniques through interviews similar to research conducted by (Cahyaningtiyas et al, 2023). The data analysis technique used for this study is linear regression analysis, similar to research by (Ardiansyah & Chanrico, 2023).…”