ABSTRAK

M. IrvanIslami , D1C112062 , 2019, SikapKonsumenkepadarebranding Glow Supermarket (studikuantitatifdeskriptif di wilayah Banjarmasin Utara). DibimbingolehNovariaMaulina, danMuhammad Alif.

Latarbelakangpenelitianiniadalahterjadinyarebranding padaperusahaandari Tulip Supermarket menjadi Glow Supermarket. Penelitianinibertujuanuntukmengetahuisikapkonsumen yang berada di Banjarmasin Utara terhadaprebranding Glow Supermarket.

Metodepenelitianiniadalahkuantitatifdengantipedeskriptif. PopulasinyaadalahMasyarakat Banjarmasin Utara sebanyak149.442jiwa. Tempatpenelitian di Banjarmasin Utara .Sampel yang diambilsebanyak 347 orang, teknikpengambilansampelmenggunakanteknikCluster Sampling. Pengumpulan data menggunakankuesionerdanobservasi.

Hasilpenelitianinimenunjukkanbahwasikapkonsumenterhadaprebranding glow supermarketberadapadatingkatsedang,dimananilaideskriptifstatisticvariablesikapkonsumen, PerubahanSikapsebesar4.701 < 7.859, Suka/TidakSukasebesar3.427 < 5.113, Keterlibatansebesar4.091 < 6.569. Artinyavariablesikapkonsumen Banjarmasin utaraberadapadatingkatsedangkepadarebranding glow supermarket.

Kata kunci: Public relations,Sikapkonsumen, Brand,Rebranding.

ABSTRACT

M. IrvanIslami, D1C112062, Customers’ attitude related with rebranding of Glow Supermarket (Descriptive quatitative Study in North Banjarmasin. Mentored by NovariaMaulina, and Muhammad Alif.

Background of this research is the rebranding Tulip Supermarket company into Glow Supermarket. The purpose of this research is to know customers’ attitude that located in North Banjarmasin concerning with rebranding of Glow Supermarket.

Method of this research is quantitative with descriptive type. Pupulation of this research are North Banjarmasin societyas much 149.442 people. Location of this research is North Banjarmasin The sample are 347 people, Technique that use to take the sample is cluster sampling formula. The data is collected by questionnaire and observation.

Result of this research show that costumers’ attitude related with rebranding of Glow Supermarket is at a moderate level, where the descriptive statical costumers’ attitude variable value change as many 4.701 < 7.859,  liking/disliking as many 3.427<5.113, Involvement as many 4.091 < 6.569. That means variable of customers’ attitude in North Banjarmasin is in the level of moderate related with rebranding of Glow Supermarket.

Keywords :Public relations , Customers’ attitude, Brand, Rebranding.