THE EFFECT OF REBRANDING ON COMPETITIVENESS IN THE HOSPITALITY INDUSTRY AT HOTEL KALIKI CITY OF GUNUNGSITOLI
DOI:
https://doi.org/10.47652/metadata.v7i3.899Keywords:
Rebranding, CompetitivenessAbstract
This study aims to determine whether the rebranding of the Kaliki Hotel in Gunungsitoli City has an optimal effect on increasing competitiveness, and to what extent this influence is in facing increasingly tight competition in the hotel industry. This study uses a quantitative method with 35 respondents consisting of employees and customers of the Kaliki Hotel. Data were collected through questionnaires and analyzed using validity tests, reliability, correlation coefficients, coefficients of determination, simple linear regression, and hypothesis testing with the help of SPSS version 25. The results of the study indicate that Rebranding has a positive effect on the competitiveness of Hotel Kaliki. The results of the coefficient of determination test show that the influence of Rebranding on competitiveness is 56.6%, which means that the hotel's competitiveness is influenced by the Rebranding strategy implemented. The conclusion of this study is that Rebranding which includes improvements to identity, service, and digital marketing is able to significantly increase the competitiveness of Hotel Kaliki amidst the competition in the hotel industry.
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