Analisis Rebranding terhadap Keputusan Pembelian pada Media Instagram Hobbypetshop

Authors

  • M. Jeril Mutawari Telkom University, Bandung, Indonesia
  • Donni Junipriansa Telkom University, Bandung, Indonesia
  • Astri Wulandari Telkom University, Bandung, Indonesia

DOI:

https://doi.org/10.38035/dit.v4i1.3639

Keywords:

Rebranding, Instagram, Keputusan Pembelian

Abstract

Pesatnya perkembangan pemasaran digital serta meningkatnya penggunaan Instagram sebagai media promosi bisnis telah memperketat persaingan di industri ritel hewan peliharaan. Dalam kondisi tersebut, strategi rebranding menjadi semakin penting untuk memperkuat citra merek, menarik perhatian konsumen, serta mendorong peningkatan keputusan pembelian. Studi ini berguna untuk mengkaji pengaruh rebranding melalui media sosial Instagram terhadap keputusan pembelian konsumen pada HobbyPetShop tahun 2025. Sejumlah 100 responden yang pernah mengunjungi atau berinteraksi dengan akun Instagram HobbyPetShop diberikan kuesioner sebagai bagian dari metodologi kuantitatif studi penelitian ini. Regresi linier berganda, uji-t, uji-F, serta uji validitas dan reliabilitas adalah beberapa metode analisis data yang diaplikasikan dengan perangkat lunak SPSS. Temuan studi ini memperlihatkan reaksi konsumen dan rebranding mempunyai dampak yang positif yang signifikan terhadap keputusan pembelian konsumen. Variabel tanggapan konsumen menjadi faktor yang paling dominan dalam memengaruhi keputusan pembelian dibandingkan variabel rebranding. Selain itu, strategi rebranding melalui perubahan identitas visual, komunikasi digital, dan pengembangan konten kreatif berhasil meningkatkan citra merek serta minat beli konsumen terhadap produk HobbyPetShop. Dengan demikian, media sosial Instagram terbukti efektif digunakan sebagai sarana pemasaran digital dalam meningkatkan keputusan pembelian konsumen. Implikasi manajerial studi ini memperlihatkan jika pelaku usaha ritel hewan peliharaan perlu menerapkan strategi rebranding secara konsisten, mengoptimalkan konten Instagram yang interaktif dan kreatif, serta memperkuat keterlibatan konsumen untuk meningkatkan daya saing dan mendorong keputusan pembelian secara berkelanjutan.

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Published

2026-07-23

How to Cite

Mutawari, M. J., Junipriansa, D., & Astri Wulandari. (2026). Analisis Rebranding terhadap Keputusan Pembelian pada Media Instagram Hobbypetshop. Dinasti Information and Technology, 4(1), 94–108. https://doi.org/10.38035/dit.v4i1.3639

Issue

Vol. 4 No. 1 (2026): Dinasti Information and Technology (July - September 2026)

Section

Articles

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Copyright (c) 2026 M. Jeril Mutawari, Donni Junipriansa, Astri Wulandari

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