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All Journal JKMS : Jurnal Ilmu Komunikasi Jurnal Ilmu Sosial dan Ilmu Politik (JISIP) KOMUNIKA Equilibrium: Jurnal Ilmiah Ekonomi, Manajemen dan Akuntansi Wacana: Jurnal Ilmiah Ilmu Komunikasi Jurnal Riset Komunikasi Bricolage : Jurnal Magister Ilmu Komunikasi Jurnal Audience JURNAL PUSTAKA KOMUNIKASI Warta Ikatan Sarjana Komunikasi Indonesia Jurnal Komunikasi Nusantara Jurnal Komunikasi Nusantara COMMICAST Interdisciplinary Social Studies JURNAL ILMIAH GLOBAL EDUCATION Jurnal Ilmu Komunikasi Jurnal Indonesia Sosial Teknologi Jurnal Communio: Jurnal Jurusan Ilmu Komunikasi Jurnal Kepariwisataan: Destinasi, Hospitalitas dan Perjalanan Jurnal Spektrum Komunikasi Ilmu Manajemen Sosial Humaniora (JIMSH) RESLAJ: Religion Education Social Laa Roiba Journal Komunikatif : Jurnal Ilmiah Komunikasi Proceedings of Jogjakarta Communication Conference (JCC)
Muhammad Thoyib Amali
Universitas Ahmad Dahlan
Religion Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Public Health Social Sciences Other

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Journal : commicast

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McDxNewJeans collaborative campaign: How Co-Branding impacts fandom purchase behavior Thoyib Amali, Muhammad; Camelia Putri, Lathifa
COMMICAST Vol. 5 No. 3 (2024): December
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/commicast.v5i3.11719

Abstract

The effective marketing approach that has gained popularity in recent decades as an innovative strategy to enhancing consumer engagement and boost visibility is co-branding, where two or more brands collaborate to create unique products or marketing campaigns that combine their strengths and appeal. This study aims to examine the influence of co-branding between McDonald's and NewJeans on fandom purchase behavior, particularly focusing on how brand image and co-branding shape consumer attitudes and behavior. Using an explanatory quantitative approach, 120 members of the NewJeans fandom in Indonesia were surveyed. Data were analyzed using Smart PLS, and mediation effects were tested with the Sobel test. The findings reveal a significant impact of both McDonald's and NewJeans brand image on co-branding campaign, which in turn positively influences fandom attitudes toward McDonald’s K-Meals and drives purchase behavior. Additionally, Co-branding fully mediates the relationship between McDonald’s brand image and fandom attitudes, while it partially mediates the relationship between NewJeans’s brand image and fandom attitudes. Moreover, attitudes towards K-Meals serve as a partial mediator between the co-branding campaign and purchase behavior. Overall, this study highlights the significance of strategic co-branding campaigns as a collaborative marketing approach to strengthen consumer engagement, especially within K-pop fandom communities.
Evaluating Indonesian Consumer perceptions of H&M's Eco-Friendly campaign: The mediating role of perceived quality Dwi Asmoro Tunggal, Immanuel; Thoyib Amali, Muhammad
COMMICAST Vol. 7 No. 1 (2026): March
Publisher : Universitas Ahmad Dahlan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.12928/commicast.v7i1.15759

Abstract

The growing number of green products has sparked academic and practical interest in the perceived value of green products. Because of the growing number of people concerned about environmental issues, green perceived value plays an important role in brand attitude. However, perceived green value cannot be a single variable that explains brand attitude, since consumers in developing countries are inconsistent in their purchase of green products. There must be another variable. This study aims to explore the effects of green perceived value and brand prestige on brand attitude, with perceived quality as a mediator. This study uses a survey method with 200 samples across Jakarta, Bandung, Yogyakarta, and Surabaya. To test the hypothesis, this study uses Smart PLS to obtain the results. The finding is that perceived quality plays an important role in shaping brand attitude. Perceived quality could also fully mediate the relationship between Green perceived value and brand prestige toward brand attitude. The contribution of this research is to remind companies to improve their marketing communications to develop perceived quality.
Co-Authors Aisyah Nasution Alhabibi, Imam Sahid Azhari, Reny Buana, Mufti Putri Dewi Camelia Putri, Lathifa Chandra Dewa Kurniawan Devi Triana, Fadisa Rahma Dina Amalia Dwi Asmoro Tunggal, Immanuel Farohi, Muhammad Salman Fatma Listari Heningtyas, Asshifa Iva Fikrani Deslia Jihan Kinanti, Zalfa Merlyana Ryandaresta Mezy, Mezy Mufid Salim Nugroho, Restu Agung Nunik Hariyanti Pudrianisa, Sheila Lestari Giza Rohima, Alfiatu Rudfa, Maudi Adinda Rustono Farady Marta Salsabila, Chairunisya Zulfa Suro Suprantio Theo Khairullah Tunggal, Immanuel Dwi Asmoro Umala, Alfyana