Pengaruh Co-branding dan Personal branding terhadap Keputusan Pembelian Melalui Brand image dan Inovasi Produk

Abstract

Branding sebagai proses marketing berkesinambungan sangat penting untuk membuat merek menjadi terkenal sehingga memudahkan pemasaran, mendorong penjualan, memberikan posisi kuat pada bisnis dan menguntungkan perusahaan. Salah satu strategi pemasaran yang dapat dilakukan untuk mengurangi kegagalan branding adalah co-branding, yaitu penggabungan dua brand untuk menciptakan produk atau layanan baru sebagai bagian dari inovasi yang menunjukkan identitas masing-masing. Penggunaan brand ambassador dengan personal branding yang sesuai sebagai representasi produk adalah bagian strategi marketing kreatif dalam mengomunikasikan pesan produk sehingga konsumen tertarik untuk membeli. Perpaduan strategi co-branding dan personal branding saling berkaitan dengan brand image, inovasi produk dan keputusan pembelian. Tujuan penelitian ini adalah untuk menganalisis pengaruh co-branding dan personal branding terhadap brand image dan inovasi serta keputusan pembelian, pengaruh inovasi produk dan brand image terhadap keputusan pembelian serta pengaruh inovasi produk terhadap brand image. Penelitian di industri fashion muslimah ini diikuti 263 responden perempuan berumur 17 tahun keatas yang dipilih secara purposive sampling dengan kriteria pembeli produk co-branding XYZ dan ANS minimal satu kali selama masa kontrak kerjasama atau sesudahnya, follower media sosial brand XYZ dan influencer ANS maupun yang bukan, serta pernah membeli produk melalui marketplace maupun media lainnya. Sampel bersifat volunteer artinya sukarela bersedia sebagai responden. Data dikumpulkan menggunakan kuesioner secara online. Analisis data menggunakan SEM (Structural Equation Model) dengan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa variabel co-branding, personal branding, brand image dan inovasi produk masing-masing berpengaruh langsung dan signifikan terhadap keputusan pembelian. Selanjutnya variabel co-branding, personal branding dan inovasi produk masing-masing berpengaruh langsung dan signifikan terhadap brand image. Berikutnya variabel co-branding dan personal branding masing-masing berpengaruh langsung dan signifikan terhadap inovasi produk. Terbukti semua hipotesis (H1) terbukti dan bisa diterima. Implikasi manajerial antara lain melakukan strategi co-branding secara konsisten dengan mitra yang mempunyai personal branding yang sesuai. Mempertahankan brand image yang telah tertanam dalam benak konsumen dengan inovasi produk yang sesuai secara konsisten. Media penjualan melalui market place sudah tepat oleh sebab itu bisa terus dilakukan.

Branding as a continuous marketing process is very important to make the brand famous. It facilitates marketing, encourages sales, gives a strong position to the business, and benefits the company. One marketing strategy to minimize branding failure is co-branding, combining two brands to create new products or services as part of innovation that shows their identities. Using brand ambassadors with appropriate personal branding as product representatives is part of a creative marketing strategy in communicating product messages so that consumers are interested in buying. Combining co-branding and personal branding strategies is allegedly related to brand image, product innovation, and purchasing decisions. This research aims to analyze the influence of co-branding and personal branding variables on brand image and innovation and purchasing decisions, the impact of product innovation and brand image on buying decisions, and the influence of product innovation on brand image. This research in the Muslim fashion industry was attended by 263 female respondents aged 17 years and over, using a purposive sampling method, namely determining the sample based on the purpose of writing according to criteria determined with specific considerations, who purchased XYZ and ANS co-branding products at least once during the contract period of cooperation or thereafter, as a social media follower of brand XYZ and influencer ANS or not, and have purchased the product through the marketplace or other media. The sample is a volunteer who is willing to act as a respondent. Data was collected through an online questionnaire. Quantitative data analysis method with statistical analysis using SEM (Structural Equation Model) with the SmartPLS application. The research results show that the variables co-branding, personal branding, brand image and product innovation each have a direct and significant influence on purchasing decisions. Furthermore, the variables co-branding, personal branding and product innovation each have a direct and significant influence on brand image. Next, the co-branding and personal branding variables each have a direct and significant effect on product innovation. It is proven that all hypotheses (H1) are proven and can be accepted. Managerial implications include carrying out a co-branding strategy consistently with partners who have appropriate personal branding. Maintaining a brand image that has been embedded in the minds of consumers by consistently innovating appropriate products. The sales media through the market place is appropriate, therefore it can continue to be done.