Pengaruh Co-Branding Terhadap Minat Beli Produk Kolaborasi Somethinc x One Piece Melalui Brand Image

Abstract

Industri kecantikan Indonesia yang semakin kompetitif mendorong brand lokal mengadopsi strategi cross industry co-branding sebagai diferensiasi pasar. Penelitian ini menganalisis pengaruh co-branding terhadap minat beli melalui brand image pada kolaborasi Somethinc × One Piece Limited Edition menggunakan kerangka Stimulus–Organism–Response (S-O-R) melalui survei kuesioner daring kepada 321 responden. Metode yang digunakan adalah pendekatan kuantitatif dan dianalisis menggunakan SEM-PLS. Co-branding berpengaruh kuat terhadap brand image, namun kemampuan model menjelaskan minat beli tergolong lemah (19,8%), mengindikasikan ada faktor lain diluar model penelitian yang turut berperan. Brand image terbukti memediasi secara parsial. Temuan menghasilkan implikasi manajerial dan rekomendasi strategis yang menekankan pentingnya pemilihan mitra kolaborasi berdasarkan kesesuaian identitas merek, evaluasi kelayakan investasi lisensi melalui cost-benefit analysis, serta penerapan strategi komunikasi pemasaran terintegrasi untuk memperkuat brand image dan meningkatkan minat beli konsumen.

The increasingly competitive Indonesian beauty industry has encouraged local brands to adopt cross-industry co-branding strategies for market differentiation. This study examines the effect of co-branding on purchase intention through brand image in the Somethinc × One Piece Limited Edition collaboration using the Stimulus–Organism–Response (S-O-R) framework. Data were collected from 321 respondents through an online survey and analyzed using SEM-PLS. The findings provide managerial implications and strategic recommendations, emphasizing the importance of selecting collaboration partners based on brand identity fit, evaluating licensing investments through cost–benefit analysis, and implementing integrated marketing communication strategies to strengthen brand image and enhance consumers' purchase intention.