PENGARUH CO-BRANDING DAN BRAND IMAGE TERHADAP PURCHASE INTENTION: Survei pada Followers Instagram Dear Me Beauty

Chantigi Eliezer, - (2024) PENGARUH CO-BRANDING DAN BRAND IMAGE TERHADAP PURCHASE INTENTION: Survei pada Followers Instagram Dear Me Beauty. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

This study aims to describe and measure the effect of co-branding and brand image on purchase intention (Survey on Dear Me Beauty Instagram followers). The type of research used is descriptive and verification with a quantitative approach. The population in this study amounted to 704,000 with a sample of 120 respondents who were Dear Me Beauty Instagram followers using a sampling technique, namely probability sampling with simple random sampling method. The data were processed statistically using path analysis with the help of SPSS 26.0 for Windows software. The results showed that the effect of co-branding, brand image and purchase intention was in the moderate category, the co-branding and brand image variables were stated to have an influence on purchase intention, co-branding and brand image had a positive and significant effect simultaneously on purchase intention.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Chantigi+eliezer# ID SINTA Dosen Pembimbing Rd Dian Herdiana Utama: 5993184 Dita Amanah: 5976422
Uncontrolled Keywords: Co-Branding, Brand Image, Purchase Intention, Cosmetics
Subjects: H Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Chantigi Eliezer
Date Deposited: 07 Sep 2024 16:11
Last Modified: 07 Sep 2024 16:11
URI: http://repository.upi.edu/id/eprint/122814

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