Syahlan, Tedy (2025) Strategi Rebranding Pt. Uirausaha Investasa Dalam Membangun Brand Image Uira Untuk Meningkatkan Keyakinan Konsumen. Other thesis, Universitas Islam Riau.

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Abstract

This research is motivated by the Rebranding Strategy of PT Uirausaha Investasa on UIRAoxy Brand Image to increase consumer confidence through the UIRA brand prepared by the new management of PT Uirausaha Investasa 2024-2029. Research Objectives to find out the Rebranding Strategy of PT. Uirausaha Invetasa. This research uses descriptive qualitative methods. The determination of informants using purposive sampling technique. Data collection techniques using non-participant observation, in-depth interviews and documentation. Data analysis techniques using miles and huberman models. Data validity checking technique using source triangulation. The results showed that the new management Rebranding Strategy of PT Uirausaha Investasa 2024-2029 was analyzed using the concepts of Mozellec and Lambkin in the category of revolutionary changes, namely: 1) repositioning strategy to leave the UIRAoxy brand image as “healthy drinking water” to switch to the UIRA brand image to “quality drinking water”. This repositioning step of PT Uirausaha Investasa is a change in its drinking water business strategy which is packaged by itself from groundwater sources to a contract manufacturing cooperation system (Maklon) with CV. Elmas Sentosa Abadi in producing quality UIRA products in a modern full stainless sterile manner from the mountain springs of Talang, West Sumatra. This step was initiated in July 2024-April 2025 PT. Uirausaha Investasa rebranded the office to leave the old business to support the plan to cooperate with the maklon in a direction that convinces consumers; 2) PT. Uirausaha Investasa changed the brand name UIRAoxy to UIRA because the name UIRA is more familiar and easily remembered by consumers; 3) PT. Uirausaha Investasa disaster to present UIRA products that are environmentally friendly and health care rather than UIRAoxy brands and products; 4) and communication planning to realize the UIRA brand image promotion plan.

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