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Oct 13, 2025 by recoveryshake.com 102 views

The Effect of Changes in National Air Conditioner (AC) Brand to Panasonic on Consumer Loyalty in Conducting Purchasing Decisions in Medan Area District

Introduction

In today's competitive market, companies are constantly looking for ways to improve their brand image and increase consumer loyalty. One way to achieve this is through rebranding, which involves changing a company's brand identity to appeal to a wider audience. This study investigates the effect of changes in the National Air Conditioner (AC) brand to Panasonic on consumer loyalty in making purchase decisions in Medan Area District. The study aims to determine whether the rebranding of AC National to Panasonic has a positive and significant influence on consumer loyalty in the region.

Background of the Study

The Medan Area District is a major market for air conditioners in Indonesia, with a large number of consumers seeking to purchase high-quality products that meet their needs. The National Air Conditioner brand has been a popular choice among consumers in the region, but the company has faced increasing competition from other brands, including Panasonic. In an effort to stay competitive, National decided to rebrand its products as Panasonic, with the aim of increasing consumer loyalty and market share.

Methodology

This study uses the accidental sampling method to collect data from 61 respondents in Medan Area District who use Panasonic AC products. Primary data is collected through questionnaires distributed to the respondents, while secondary data is obtained through documentation. The data obtained is analyzed using a Likert scale and simple linear regression analysis to determine the relationship between the rebranding variable and consumer loyalty.

Results

The results of the study show that the rebranding of AC National to Panasonic has a positive and significant influence on consumer loyalty in Medan Area District. The R Square value of 70.5% indicates a strong relationship between the rebranding variable and consumer loyalty. This suggests that the rebranding of AC National to Panasonic has been successful in increasing consumer loyalty in the region.

The Effect of Rebranding

The rebranding of AC National to Panasonic has had a significant impact on consumer perception of the brand. The change in brand identity has created a more modern, innovative, and trusted image, which has increased consumer loyalty. The study found that the rebranding of AC National to Panasonic has led to an increase in consumer perception of the brand's quality, price, and after-sales service.

Factors Affecting Loyalty

Several factors have been identified as affecting consumer loyalty to Panasonic AC products in Medan Area District. These include:

Product quality: AC Panasonic is known for its good quality and long durability, which has increased consumer loyalty.
Price: Competitive Panasonic AC product prices have been an attraction for consumers, leading to increased loyalty.
After-sales service: Fast and easily accessible after-sales service has increased customer satisfaction and loyalty.
Availability of spare parts: The availability of spare parts that are easily obtained has minimized difficulties in repairing and maintaining AC, leading to increased loyalty.
Brand reputation: Panasonic's strong reputation as a world-leading brand has built trust among consumers, leading to increased loyalty.

Recommendation

Based on the findings of the study, several recommendations are made to Panasonic to maintain and increase consumer loyalty in Medan Area District. These include:

Improving product quality: Panasonic needs to continue to improve the quality of its products to maintain customer satisfaction.
Maintaining competitive prices: Panasonic must maintain the price of its products to remain competitive with other brands on the market.
Strengthening after-sales service: Panasonic needs to improve after-sales service by providing fast responses and the right solution for consumers.
Increasing the availability of spare parts: Panasonic needs to ensure the availability of spare parts in all sales areas, especially in Medan Area District.
Strengthening brand image: Panasonic needs to continue to promote a positive and innovative brand image to attract consumers.

Conclusion

In conclusion, the rebranding of AC National to Panasonic has had a positive and significant influence on consumer loyalty in Medan Area District. The study found that the rebranding of AC National to Panasonic has led to an increase in consumer perception of the brand's quality, price, and after-sales service. To maintain and increase consumer loyalty, Panasonic needs to continue to improve the quality of its products and services, maintain competitive prices, strengthen after-sales service, increase the availability of spare parts, and strengthen its brand image.

Limitation of the Study

This study has several limitations, including:

Sample size: The sample size of 61 respondents may not be representative of the entire Medan Area District population.
Data collection method: The study used a questionnaire to collect data, which may not be the most effective method for collecting data on consumer loyalty.
Time frame: The study was conducted over a short period of time, which may not be representative of the long-term effects of rebranding on consumer loyalty.

Future Research Directions

Future research should aim to:

Increase sample size: Future studies should aim to increase the sample size to ensure that the results are representative of the entire Medan Area District population.
Use multiple data collection methods: Future studies should use multiple data collection methods, such as surveys, interviews, and focus groups, to collect data on consumer loyalty.
Conduct a longer-term study: Future studies should conduct a longer-term study to determine the long-term effects of rebranding on consumer loyalty.

References

[List of references cited in the study]

Appendix

[Appendix containing additional data and information]

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Frequently Asked Questions (FAQs) about the Effect of Changes in National Air Conditioner (AC) Brand to Panasonic on Consumer Loyalty in Conducting Purchasing Decisions in Medan Area District

Q: What is the main objective of this study?

A: The main objective of this study is to investigate the effect of changes in the National Air Conditioner (AC) brand to Panasonic on consumer loyalty in making purchase decisions in Medan Area District.

Q: What methodology was used in this study?

A: This study used the accidental sampling method to collect data from 61 respondents in Medan Area District who use Panasonic AC products. Primary data was collected through questionnaires distributed to the respondents, while secondary data was obtained through documentation.

Q: What were the results of the study?

A: The results of the study showed that the rebranding of AC National to Panasonic had a positive and significant influence on consumer loyalty in Medan Area District. The R Square value of 70.5% indicates a strong relationship between the rebranding variable and consumer loyalty.

Q: What factors affect consumer loyalty to Panasonic AC products in Medan Area District?

A: Several factors have been identified as affecting consumer loyalty to Panasonic AC products in Medan Area District, including:

Product quality
Price
After-sales service
Availability of spare parts
Brand reputation

Q: What recommendations are made to Panasonic to maintain and increase consumer loyalty in Medan Area District?

A: Based on the findings of the study, several recommendations are made to Panasonic to maintain and increase consumer loyalty in Medan Area District, including:

Improving product quality
Maintaining competitive prices
Strengthening after-sales service
Increasing the availability of spare parts
Strengthening brand image

Q: What are the limitations of this study?

A: This study has several limitations, including:

Sample size: The sample size of 61 respondents may not be representative of the entire Medan Area District population.
Data collection method: The study used a questionnaire to collect data, which may not be the most effective method for collecting data on consumer loyalty.
Time frame: The study was conducted over a short period of time, which may not be representative of the long-term effects of rebranding on consumer loyalty.

Q: What are the future research directions for this study?

A: Future research should aim to:

Increase sample size: Future studies should aim to increase the sample size to ensure that the results are representative of the entire Medan Area District population.
Use multiple data collection methods: Future studies should use multiple data collection methods, such as surveys, interviews, and focus groups, to collect data on consumer loyalty.
Conduct a longer-term study: Future studies should conduct a longer-term study to determine the long-term effects of rebranding on consumer loyalty.

Q: What are the implications of this study for Panasonic and other companies in the air conditioner industry?

A: The findings of this study have implications for Panasonic and other companies in the air conditioner industry, as they highlight the importance of maintaining and increasing consumer loyalty through effective branding and marketing strategies.

Q: What are the potential applications of this study?

A: The findings of this study can be applied in various contexts, including:

Marketing and branding strategies
Consumer behavior and loyalty
Product development and quality control
After-sales service and customer support

Q: What are the potential limitations of applying the findings of this study?

A: The findings of this study may not be generalizable to other contexts or populations, and may be limited by the sample size and data collection methods used in the study.