Customer Analysis of the Rebranding of InDrive Online Transportation in Bandung

Abstract

This study aims to determine customer responses about InDrive rebranding that occurred in the city of Bandung, the impact received for companies, consumers, and drivers and the success of InDrive in rebranding. This research contributes to the understanding of the importance of communication strategies and customer involvement in the rebranding process to ensure success and positive acceptance from customers so that the results of this study are to show what the results of the InDrive rebranding implementation are. This research uses a qualitative approach with the method of collecting research data through in-depth interviews, observation and documentation. In this research using the Hierarcy Model: AIDA (Attention, Interest, Desire, Action). Where in this model, AIDA consists of attention as a form of public attention to exposure to advertising or marketing communication. Interest to find out more about the advantages of a product or service offered. Desire is if an interest increases, it will reach the desire stage because it suits their needs. Action is when desire and interest are so strong that it will occur to the stage of consumer decisions to buy the product or service offered. The results of this study indicate that the customer perspective regarding InDrive rebranding has not been fully successful. Although there are some people who know InDrive who are rebranding. But this does not show any significant changes after rebranding.