Pengaruh Rebranding Terhadap Loyalitas Konsumen Dengan Citra Merek Sebagai Variabel Mediasi Pada Jasa Perguruan Tinggi di Surabaya

This study aims to examine the effect of rebranding on consumer loyalty with brand image as a mediating variable. This type of research when viewed from the method of analysis, this research uses a survey system. The location of this research was conducted in the city of Surabaya, precisely at Hayam Wuruk Perbanas University. The population of this study is the sample used in this study totaling 124 respondents who were taken using the purposive sampling method and this data was collected through a questionnaire which was then processed using SPSS version 26 for small samples and WarpPLS version 7.0 for large samples. The results obtained in this study indicate that rebranding has a significant positive effect on brand image, brand image has a positive effect on consumer loyalty, and rebranding has a positive effect on consumer loyalty but not significant. Keywords: Rebranding, Brand image, and Consumer Loyalt