ANALISIS PENGARUH REDESIGN LOGO PADA KATEGORI PRODUK TERHADAP KEPERCAYAAN DAN KOMITMEN KONSUMEN TERHADAP MEREK PADA PRODUK BERMEREK

Abstract

Phenomenon about the success or failure of redesign logo becomes a debatable topic amongs researchers and business executant. This research invistigates the effects of redesign logo on consumer’s brand trust and brand commitment. Furthermore, this experimen enacts degree of logo change (evolutioner and revolutioner) and product category (durable and non-durable) as independent variable that explain the condition of redesign logo. The objects of research are Nike and McDonald’s logo. The research metodhology that was used is field experiment design with 2 x 2 matrix. This experiment uses between-subject, so each participant will be treated with one treatment. Therefore, there will be 4 experiment groups to be compared. Qiestionnaire that is used as research instrument consists of pre-test and post-test. 80 students ,who have been using or consuming object for more than 1 year, contributed as partcipants. The data analysis test used is Two Ways Manova with factorial design of two independent variables and independent t test to know the comparison between the experimental research group. The analysis result shows the effect of degree of logo change brand trust and brand commitment. While the effect of product category and its interaction with degree of logo change can’t be found. When evolutioner redesign logo happens, brand trust and brand commitment for non-durable goods consumer increase significantly. While on revolutioner redesign logo, brand trust and brand commitment for durable goods consumer have higher number compare to evolutioner redesign logo.