KRISTINE, NEVITA (2025) PENGARUH CO-BRANDING SOMETHINC DAN BITTERSWEET BY NAJLA TERHADAP MINAT BELI KONSUMEN SOMETHINC (Survei Pada Followers Instagram @Somethincofficial). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research is titled "The Influence of Somethinc and Bittersweet by Najla Co-branding on Somethinc Consumer Purchase Intent (Survey on Instagram Followers @somethincofficial)." Co-branding is a marketing strategy that combines two brands to create added value for consumers. The aim of this study is to analyze the presence and magnitude of the influence of co-branding between Somethinc and Bittersweet by Najla on consumer purchase intent. This study uses the S-O-R Theory model (stimulus, organism, response). The AISAS concept (attention, interest, search, action, share) is also used as a research framework. This research employs a quantitative approach with a survey method, where data is collected through a questionnaire distributed to Instagram followers of @somethincofficial. The sampling technique used is non-probability sampling, specifically purposive sampling, with an error margin of 10%, resulting in 100 respondents for this study. Based on the analysis results, a simple correlation value of 0.834 was obtained, indicating a very strong influence of the co-branding variable on purchase intent. The hypothesis test (t-test) shows a t-value (14.957) > t-table (2.6269), meaning there is a significant effect. The coefficient of determination analysis yielded an R2 value of 0.695, meaning the cobranding between Somethinc and Bittersweet by Najla influences Somethinc consumer purchase intent by 69.5%, while the remaining 30.5% is influenced by other factors not investigated in this research, such as brand awareness, brand equity, influencer and WOM marketing, product quality and innovation, brand loyalty, and purchasing behavior, which could be potential factors. Additionally, the lowest indicators from each variable were found to be X11 (74.60%) in the unique association category and Y12 (75.00%) in the action category. It can be concluded that the results of the study show that the co-branding of Somethinc and Bittersweet by Najla has a positive influence on consumer purchase intent. Keywords: AISAS, Co-branding, Marketing Communication, Purchase Intention, S-O-R Theory Penelitian ini berjudul “Pengaruh Co-branding Somethinc dan Bittersweet by Najla Terhadap Minat Beli Konsumen Somethinc (Survei Pada Followers Instagram @somethincofficial)”. Co-branding merupakan strategi pemasaran yang menggabungkan dua merek untuk menciptakan nilai tambah bagi konsumen. Penelitian ini bertujuan untuk menganalisis ada atau tidaknya dan seberapa besar pengaruh co-branding antara Somethinc dan Bittersweet by Najla terhadap minat beli konsumen. Studi ini menggunakan model Teori S-O-R (stimulus, organism, response). Konsep AISAS (attention, interest, search, action, share) juga digunakan sebagai kerangka penelitian. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei, di mana data dikumpulkan melalui kuesioner yang disebarkan kepada followers Instagram @somethincofficial. Teknik pengambilan sampel menggunakan teknik non-probability sampling, yaitu purposive sampling dengan taraf error 10% sehingga diperoleh sebanyak 100 orang yang menjadi responden dalam penelitian ini. Berdasarkan hasil analisis dalam studi ini diperoleh nilai korelasi sederhana sebesar 0,834 mengindikasikan adanya pengaruh sangat kuat dari variabel co-branding terhadap minat beli. Uji hipotesis (uji-t) menunjukkan nilai thitung (14.957) > ttabel (2.6269) yang artinya terdapat pengaruh signifikan. Hasil analisis koefisien determinasi diperoleh nilai R2 sebesar 0,695 yang artinya co-branding Somethinc dan Bittersweet by Najla berpengaruh terhadap minat beli konsumen Somethinc sebesar 69,5%, sementara 30,5% sisanya dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini, seperti brand awareness, brand equity, influencer dan WOM marketing, kualitas dan inovasi produk, loyalitas merek dan perilaku pembelian yang dapat menjadi faktor potensial. Selain itu, terdapat juga indikator yang paling rendah dari masing-masing variabel, yaitu X11 (74,60%) masuk ke dalam kategori unique association dan Y12 (75,00%) masuk dalam kategori action. Dapat disimpulkan bahwa hasil penelitian menunjukkan bahwa cobranding Somethinc dan Bittersweet by Najla memiliki pengaruh positif terhadap minat beli konsumen. Kata Kunci: AISAS, Co-branding, Komunikasi Pemasaran, Minat Beli, Teori S-O-R.
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