Ignasius Ivan Monorengkang, Theresia Intan Putri Hartiana, Akhsaniyah

PENGARUH REBRANDING RISTORANTE PIZZA HUT TERHADAP KEPUTUSAN PEMBELIAN BAGI FOLLOWERS INSTAGRAM @pizzahut.indoensia

Introduction

Pengaruh rebranding ristorante pizza hut terhadap keputusan pembelian bagi followers instagram @pizzahut.indoensia. Teliti pengaruh rebranding Ristorante Pizza Hut terhadap keputusan pembelian followers Instagram @pizzahut.indonesia. Strategi ini berhasil tingkatkan persepsi positif & dorong pembelian.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh rebranding Ristorante Pizza Hut terhadap keputusan pembelian konsumen, khususnya followers Instagram @pizzahut.indonesia. Fenomena yang mendasari penelitian ini adalah rebranding Pizza Hut menjadi Ristorante pada tahun 2023 sebagai respons terhadap isu boikot dan penurunan penjualan, serta upaya memperbarui citra. Dengan konsep restoran yang lebih modern dan Instagramable, Ristorante bertujuan menarik perhatian konsumen melalui pemasaran digital di Instagram. Penelitian ini menggunakan teori rebranding dari Muzellec yang mencakup empat tahap: repositioning, renaming, redesigning, dan relaunching, serta teori pengambilan keputusan pembelian dari Chris Fill yang meliputi problem recognition, information search, alternative evaluation, purchase decision. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan survei, melibatkan 100 responden yang merupakan followers akun Instagram Pizza Hut, menggunakan teknik purposive sampling. Hasil penelitian menunjukkan adanya pengaruh signifikan dari strategi rebranding terhadap keputusan pembelian konsumen. Pada tahapan rebranding, repositioning adalah aspek yang paling berpengaruh, sedangkan pada pengambilan keputusan pembelian, information search menjadi tahap yang dominan. Kesimpulan dari penelitian ini adalah bahwa strategi rebranding yang diterapkan oleh Ristorante Pizza Hut berhasil meningkatkan persepsi positif konsumen dan mendorong Keputusan pembelian.

Review

This study critically examines the impact of Ristorante Pizza Hut's rebranding initiative on the purchase decisions of its Instagram followers in Indonesia. Driven by recent market challenges, including boycott issues and declining sales, the research effectively captures the strategic intent behind Pizza Hut's transformation towards a more modern and 'Instagrammable' image. Utilizing a quantitative survey approach with 100 purposively sampled Instagram followers, the paper skillfully integrates Muzellec's rebranding theory and Chris Fill's purchase decision model. A key finding indicates a significant positive influence of the rebranding strategy on consumer purchase decisions, highlighting 'repositioning' as the most impactful rebranding stage and 'information search' as the dominant phase in the consumer's decision-making journey. The research's strength lies in its timely relevance, addressing a contemporary marketing challenge faced by global brands in volatile consumer environments, particularly concerning digital marketing via Instagram. The theoretical framework is well-chosen, providing a structured lens to analyze both the rebranding process and consumer behavior. The identification of 'repositioning' as the most influential rebranding stage and 'information search' as a critical phase in purchasing decisions offers valuable practical implications for brand managers, emphasizing the need for clear strategic messaging and accessible consumer information in digital campaigns. Focusing on Instagram followers also grounds the study in a specific, relevant demographic for digital brand engagement. Despite its valuable contributions, the study could benefit from further refinement. The sample size of 100, while adequate for initial quantitative exploration, might limit the broader generalizability of the findings beyond this specific group of Instagram followers. Future research could explore the nuances of consumer perception through qualitative methods, providing deeper insights into *why* certain rebranding stages or decision processes are more influential. Additionally, while the study establishes a significant influence, exploring the long-term sustainability of this impact, perhaps through longitudinal studies or by incorporating sales performance data, would provide a more comprehensive understanding of the rebranding's enduring success.

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