OPTIMIZING PROFITS AND THE IMPACT THAT OCCURRED AFTER CHANGING THE COMPANY^S NAME FROM BREADTALK USING THE KUHN-TUCKER METHOD Andini Nur Fajriah, Nabilah Amelia Rinjani, Shaafiyah Faakhirah, Dr. Fitri Maya Puspita, S.Si, M.Sc., Dr. Sisca Octarina, S.Si, M.Sc.
Sriwijaya University
Abstract
This research aims to determine the optimal benefits obtained after rebranding from ^BreadTalk^ to ^MAKO,^ and the impact that occurs. The branding of this bakery store is not only about profits but also about customer satisfaction, which affects customer loyalty. The study uses a sample of consumers who are familiar with Mako Cake and Bakery or have purchased products from Mako Cake and Bakery. The Kuhn Tucker method is employed in this research to find the optimal profit, regardless of whether it is linear or nonlinear. The solution using Karush-Kuhn-Tucker follows a concept similar to the Lagrange method, involving the calculation of values (𝑥-, λ-, S) and the calculation of the value (𝑥-). The process of finding values (𝑥-, λ-, S) involves matrix multiplication. Some branches of BreadTalk have retained their original names, which can impact the profits obtained as the new brand name can attract customer attention.
