ACCOUNTING AND HAPPINESS :REVEALING THE MEANING OF PROFIT FROM THE PERSPECTIVE OF BUSINESS ACTORS

Abstract

Rebranding is one of the efforts made by companies to maximize long-term profits. Regardless of the potential benefits, rebranding can be expensive in terms of direct costs. This study aims to reveal the meaning of profit from the perspective of a business actor who is the reason why entrepreneurs dare to take action to rebrand amid economic difficulties. Phenomenology is used as a method to explore the understanding of related parties. The findings in this research indicate that profit by "Donlos" brand owner is interpreted as a form of profit (material) and benefit (non-material) received during business activities. The meaning of profit is influenced by feelings (a sense of liking for what is done) and experience which then develops into knowledge for entrepreneurs