The Influence of Co-Branding on Consumer Purchase Intention Fikri Rahmatan (1), Prof. Dr. Hj. Ratih Hurriyati, MP. (2), Dr. Bambang Widjajanta, MM. (3)
1) Student of the Master of Management at the Indonesian University of Education
2) Lecturer at the Faculty of Economics and Business Education at the Indonesian University of Education
3) Lecturer at the Faculty of Economics and Business Education at the Indonesian University of Education
Abstract
The development of local brands in various sectors has become an option in fulfilling daily needs, especially primary needs such as clothing. This makes the competition between local brands quite competitive in winning the market and getting customers. However, there is a strong strategy that is currently being carried out by many local brands, namely through co-branding or a combination of two or more brands to create a new product that is unique. This study aims to find out how the co-branding strategy between Footstep Footwear and Kim Kurniawan and its influence on consumer purchase intentions . The research approach uses theories compiled in the construction of theoretical models regarding brands, co-branding and purchase intention . While the hypothesis in this study is used to test the different attitudes of respondents based on gender. Analysis in research uses statistical tools, tables or graphs. The purpose of this approach is to test the relevance of the dimensions of reputation, product fit, trust, attitude toward co-branding, familiarity, and get predictions on consumer purchase intentions . The results show that the percentage of purchase intention after implementing the co-branding strategy between Footstep Footwear and Kim Kurniawan increased by 79,838%, indicating that Footstep Footwear and Kim Kurniawan still have to maintain and increase the values of strong collaboration so that consumers have a positive impression on Footstep Footwear products. and Kim Kurniawan to make a repurchase intention.
Keywords: Co-Branding- Purchase Intention
Topic: Marketing Management, Relationship Marketing, Service Marketing
