Putri, Sevhira Eka (2026) Persepsi Mahasiswa Terhadap Rebranding Universitas Islam 45 Bekasi menjadi Universitas Muhammadiyah Indonesia. Sarjana (S1) thesis, Universitas Muhammadiyah Indonesia.
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Abstract
Rebranding is a strategy employed by higher education institutions to renew their identity and image in order to remain relevant and competitive. Universitas Islam 45 Bekasi underwent a rebranding process by transferring its management to Muhammadiyah and introducing a new identity as Universitas Muhammadiyah Indonesia. This study aims to analyze the effect of rebranding on students' perceptions. An explanatory quantitative approach was employed using a survey method involving 98 students selected through proportional stratified sampling. Data were collected using a Likert-scale questionnaire and analyzed through simple linear regression. The findings indicate that rebranding has a positive and significant effect on students' perceptions (Sig. = 0.000 < 0.05), with a coefficient of determination (R²) of 0.551. This indicates that rebranding contributes 55.1% to students' perceptions of the university's new identity.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Khadijah, Siti 0409098006 |
| Keywords / Kata Kunci: | rebranding, higher education, Universitas Muhammadiyah Indonesia |
| Subjects: | Public Relations Ilmu Komunikasi |
| Faculty: | Fakultas Komunikasi Sastra dan Bahasa > Ilmu Komunikasi S1 |
| Depositing User: | Ms. Sevhira Eka Putri |
| Date Deposited: | 11 Sep 2026 09:37 |
| Last Modified: | 11 Sep 2026 09:37 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/10813 |
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