Hudzaifah, Rafif Juve (2024) PENGARUH CO BRANDING PRODUK SEPATU AEROSTREET DENGAN KIT KAT TERHADAP MINAT BELI KONSUMEN (Survey pada Followers Instagram @aerostreet). S1 thesis, Universitas Mercu Buana - Menteng.
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Abstract
Saat ini, sepatu dalam negeri semakin populer untuk digunakan sehari-hari karena kualitas dan modelnya mampu bersaing dengan merek luar negeri serta harganya yang terjangkau. Penelitian ini berfokus pada pengaruh co-branding antara produk sepatu Aerostreet dan Kit Kat terhadap minat beli konsumen. Teori yang digunakan adalah Teori Strategi Branding atau Brand Strategy. Variabel independen dalam penelitian ini adalah co-branding, sedangkan variabel dependen adalah minat beli konsumen. Tujuan penelitian ini adalah untuk mengetahui seberapa besar pengaruh co-branding terhadap minat beli konsumen. Penelitian ini menggunakan paradigma positivis dengan metode survei. Hasil penelitian menunjukkan bahwa variabel co-branding memiliki pengaruh signifikan terhadap minat beli konsumen, dimana variabel co-branding mempengaruhi minat beli sebesar 59%, sementara sisanya 41% dipengaruhi oleh faktor lain di luar keputusan pembelian. Currently, domestic shoes are increasingly popular for everyday use due to their quality and models that can compete with foreign brands, as well as their affordable prices. This study focuses on the influence of co-branding between Aerostreet shoes and Kit Kat on consumer purchase intention. The theory used is Brand Strategy Theory. The independent variable in this study is co-branding, while the dependent variable is consumer purchase intention. The aim of this research is to determine the extent of the influence of co-branding on consumer purchase intention. This research uses a positivist paradigm with a survey method. The results of the study show that the co-branding variable has a significant effect on consumer purchase intention, where the co-branding variable influences purchase intention by 59%, while the remaining 41% is influenced by other factors outside of purchasing decisions.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44320010069 |
| Uncontrolled Keywords: | Komunikasi Pemasaran, Merek, kolaborasi brand, Minat Beli, Aerostreet. Marketing communication,Branding,co branding, Purchase Intention, Aerostreet. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran |
| Depositing User: | WIDYA AYU PUSPITA NINGRUM |
| Date Deposited: | 13 Aug 2024 06:21 |
| Last Modified: | 13 Aug 2024 06:21 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90192 |
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