Hubungan antara Rebranding dengan Brand Positioning pada Starbucks Medan

Abstract

The research was purposed to find out the effect between rebranding to positioning, while Starbucks change logo (rebranding) to get the positioning of consumers about the products they sell . Based on theoretical study which is in chapter II, then proposed research hypothesis that mentions : Found relationship of rebranding to positioning conducted by Starbucks. Analysis method used in this research is Spearman Correlation Rho, then obtained the following results: 1). Based on the results of analysis with the Spearman Rho Correlation analysis method, it is known that Rxy = 0.559 with a significant p = 0.000 < 0.050. This means that the proposed hypothesis is that there is a relationship between rebranding and positioning, otherwise accepted. 2). The effective contribution of the rebranding variable with the positioning at Starbucks was 22 %. while the remaining percentage is 78% due to other factors such as product differentiation, service differentiation, personnel differentiation, and image differentiation.