ACCOUNTING AND HAPPINESS :REVEALING THE MEANING OF PROFIT FROM THE PERSPECTIVE OF BUSINESS ACTORS
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. The meaning of profit for an entrepreneur becomes true happiness in the form of a spirit of freedom.