Gading, Muhammad Arya (2026) Pengaruh Collaboration Fashion Brand, Co-Brand Awareness, Co-Brand Fit, dan Co-Brand Loyalty terhadap Keputusan Pembelian Produk Brand Lokal X Grup Idol Lokal. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Kolaborasi antara Brand lokal dan grup idol lokal telah berlangsung selama lebih dari tujuh tahun dan menghasilkan pencapaian penjualan yang signifikan, namun belum banyak dikaji secara akademik. Penelitian ini bertujuan untuk menganalisis pengaruh co-brand awareness, co-brand fit, dan co-brand loyalty terhadap keputusan pembelian produk kolaborasi brand lokal x grup idol lokal. Penelitian ini menggunakan pendekatan kuantitatif deskriptif-kausal. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan melibatkan 105 responden valid yang pernah membeli produk kolaborasi tersebut. Data dikumpulkan melalui kuesioner online dan dianalisis menggunakan regresi linear berganda dengan software SPSS. Sebelum analisis utama dilakukan, penelitian ini terlebih dahulu melakukan uji validitas, uji reliabilitas, dan uji asumsi klasik. Hasil penelitian menunjukkan bahwa co-brand awareness, co-brand fit, dan co-brand loyalty secara simultan berpengaruh signifikan terhadap keputusan pembelian. Namun, secara parsial hanya co-brand loyalty yang terbukti berpengaruh signifikan terhadap keputusan pembelian, sedangkan co-brand awareness dan co-brand fit tidak menunjukkan pengaruh yang signifikan. Temuan ini menunjukkan bahwa kesadaran dan kesesuaian merek belum cukup untuk mendorong keputusan pembelian konsumen. Loyalitas konsumen terhadap kolaborasi merek terbukti menjadi faktor yang paling menentukan dalam mendorong keputusan pembelian produk brand lokal x grup idol lokal.
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The collaboration between Brand lokal and grup idol lokal has been ongoing for more than seven years and has resulted in significant sales achievements, but has not received much academic study. This study aims to analyze the influence of co-brand awareness, co-brand fit, and co-brand loyalty on purchasing decisions for Brand lokal x grup idol lokal collaboration products. This study uses a quantitative descriptive-causal approach. The sampling technique used is purposive sampling, involving 105 valid respondents who have purchased the collaboration products. Data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS software. Before the main analysis was conducted, this study first conducted validity tests, reliability tests, and classical assumption tests. The results showed that co-brand awareness, co-brand fit, and co-brand loyalty simultaneously had a significant effect on purchasing decisions. However, partially only co-brand loyalty was proven to have a significant effect on purchasing decisions, while co-brand awareness and co-brand fit did not show a significant effect. This finding indicates that brand awareness and fit are not sufficient to drive consumer purchasing decisions. Consumer loyalty to brand collaborations has proven to be the most decisive factor in driving purchasing decisions for Brand lokal x grup idol lokal products.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Co-brand Awareness, Co-brand Fit, Co-brand Loyalty, Brand lokal x grup idol lokal, Keputusan Pembelian |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD1393.25 Business enterprises H Social Sciences > HD Industries. Land use. Labor > HD69.S8 Strategic alliances (Business) H Social Sciences > HD Industries. Land use. Labor > HD7526 Model communities. Model industrial |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Muhammad Arya Gading |
| Date Deposited: | 04 Aug 2026 03:43 |
| Last Modified: | 04 Aug 2026 03:43 |
| URI: | http://repository.its.ac.id/id/eprint/142926 |
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