Pengaruh Strategi Co-Branding terhadap Brand Loyalty dan Purchase Intention (Studi Kasus Brand Aerostreet di Jabodetabek)

Abstract

Alas kaki yang biasanya hanya sebagai pelindung kaki sekarang bertambah fungsi menjadi fashion item. Salah satu strategi yang banyak diterapkan untuk menciptakan produk baru dan memiliki keunikan adalah co-branding. Aerostreet telah melakukan co-branding dengan berbagai merek di sepanjang 2021 – 2022 dan selalu terjual habis kurang dari lima menit sejak perilisannya. Penelitian ini bertujuan untuk menganalisis pengaruh strategi co-branding terhadap brand loyalty dan purchase intention studi kasus brand Aerostreet di Jabodetabek. Metode analisis data yang digunakan adalah Structural Equation Modeling-Partial Least Square (PLS-SEM) dengan sumber data primer yang berasal dari kuesioner kepada minimal 130 orang responden Generasi Z (usia 11 – 26 tahun) kriteria yang sudah ditentukan (purposive sampling) serta sumber data sekunder didapatkan dari jurnal, buku, dan bahan pustaka lainnya yang relevan dengan penelitian. Hasil penelitian menunjukkan bahwa strategi co-branding berpengaruh signifikan dan positif terhadap purchase intention dan brand loyalty, serta brand loyalty berpengaruh signifikan dan positif terhadap purchase intention.

Footwear that is usually only used as foot protectors now has an increased function as a fashion item. One strategy that implement to create new and unique products is co-branding. Aerostreet has co-branded with various brands throughout 2021 – 2022 and has always sold out in less than five minutes since its release. This study aims to analyzing the effect of the co-branding strategy on brand loyalty and purchase intention in a case study of the Aerostreet brand in Jabodetabek. The data analysis method used is Structural Equation Modeling-Partial Least Square (PLS-SEM) with primary data sources originating from questionnaires to at least 130 Generation Z (aged 11-26 years) respondents with predetermined criteria (purposive sampling) and secondary data sources obtained from journals, books, and other library materials relevant to research. The results of the study show that the co-branding strategy has a positive and significant effect on purchase intention and brand loyalty, and brand loyalty has a positive and significant effect on purchase intention.