Indonesia, with its sizable population, offers a promising pharmaceutical market marked by rapid sectoral growth. Kalbe Farma stands as the foremost pharmaceutical industry in Indonesia, followed by Sanbe Farma and Dexa Medica. This study delves into Brainact products, categorized as branded generic drugs targeting neurological concerns. Brainact, a supplement containing Citicoline, aims to bolster brain health by enhancing phospholipid phosphatidylcholine levels, safeguarding cognitive function, and mitigating brain tissue damage. This research centers on assessing the impact of Brainact Odis Redesigning Product Packaging and New Indication Usage (Brand Re-positioning) on customer perception. The study encompasses JABODETABEK region residents, employing purposive sampling to gather a sample of 100 respondents. Employing multiple linear regression analysis, the study concludes that both Redesigning Product Packaging and New Indication Usage significantly and positively influence customer perception of Brainact Odis. By examining the influence of repositioning strategies on customer perception, this study contributes valuable insights into pharmaceutical market dynamics and strategic implications for pharmaceutical brands.


Keywords: Product Repositioning, Customer Perception, Rejuvenation Strategy, Pharmaceutical Product