PENGARUH REBRANDING DAN KUALITAS LAYANAN TERHADAP CITRA PERUSAHAAN PADA XL AXIATA (Studi pada Pengguna Simcard XL di XL Center Pemuda Surabaya)

AMRINA ROSYADA

Abstract


Improving the quality of XL Axiata service is not as expected. Data abaout twitter and comments from XL Axiata, shows there are still complaints from customers related to the unstable 4G LTE internet network. The development of increasingly advanced technology and intense competition, make telecommunication companies always improve their services, ecpecially XL Axiata. But this 4G LTE service can not have a positive impact on the corporate image. This study aims to analyze and discuss the influence of rebranding and service quality on corporate image XL Axiata. This population in this study simcard users XL were at least 17 years, and who was visiting in XL Center Pemuda Surabaya. This study using 210 samples, the sampling method is non-probability sampling with incidental sampling technique. The data analisys technique using multiple linear regression. 


Keywords: Rebranding, Service Quality, Corporate Image.


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