PENGARUH STRATEGI CO-BRANDING TERHADAP KEPUTUSAN PEMBELIAN

  • Lina Budiarti Politeknik Negeri Malang
  • Rena Feri Wijayanti Politeknik Negeri Malang
Keywords: Co-Branding, Purchase Decision, Collabiration

Abstract

Co-branding is often striven by marketers. There are many
advantages of co-branding for a brand that makes many
companies do joint branding. This research was conducted with
the aim of knowing the effect of co-branding strategy on
purchasing decisions. Consumers who use the co-branding
product Dear Me Beauty with KFC were chosen as the population
of this study, with a sample of 62 people selected by purposive
sampling technique. The hypothesis was tested using simple
linear regression analysis which resulted in the finding that co-
branding had an effect on purchasing decisions.

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Published
2023-04-30
How to Cite
Budiarti, L., & Wijayanti, R. (2023). PENGARUH STRATEGI CO-BRANDING TERHADAP KEPUTUSAN PEMBELIAN. J-MACC : Journal of Management and Accounting, 6(1), 50-56. https://doi.org/https://doi.org/10.52166/j-macc.v6i1.4149
Section
Articles