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Journal : management analysis journal

The Effect of Co-Branding, Customer-Based Brand-Equity, and Packaging on Purchase Decision (Study on Purchasing Serum Azarine Cosmetic Marvel Edition) Rizaldi Anggito Yudha; Restu Frida Utami; Herni Justiana Astuti; Suyoto Suyoto
Management Analysis Journal Vol 12 No 4 (2023): Management Analysis Journal
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/maj.v12i4.77143

Abstract

The purpose of this research is to determine the influence of co-branding, customer-based brand equity, and packaging on purchasing decisions. To collect and study data, researchers used quantitative research methodology. Multiple linear regression analysis is the data analysis method used in this research, allowing researchers to investigate the influence between relevant variables. The sample obtained consisted of 102 respondents, but during distribution there were 2 data that were damaged, so only 100 respondents were used, which was distributed using Google Form via direct message Instagram users of Azarine Cosmetic Marvel Edition Serum, where the sample selection used a purposive sampling technique where they were selected based on standards. certain. The results of the analysis show that customer-based brand equity and packaging have a positive and significant effect on purchasing decisions, while co-branding has an insignificant negative effect on purchasing decisions for Azarine Cosmetic Marvel Edition. Specifically, the study found that the combined impact of co-branding, customer-based brand equity, and packaging accounted for 44.7% of the variability in purchasing decisions.
Co-Authors Aeni, Nurul Nur Afiani, Mirza Zulmi Akhmad Darmawan Akhmad Darmawan Akhmad Fauzi Akmal Elmas Alrofi Alfato Yusnar Kharismasyah Anggraito, Lucky Annisa Ilma Hartikasari Anur Inayati Aqsha Anantha Arini Hidayah, Arini Arman, Faris Meirizki Arofah, Rifka Utami Athalia Farah Anggita Sriwidari Dian Papulasih Dian Widyaningtyas Dini Siswani Mulia Dita Ardianti Egidia Rikhadatul Aisy Erna Handayani Erny Rachmawati Fatmah Bagis Febriansyah, Wivan Finno Putra Januardana Hardyanthi, Try Hartikasari, Annisa Ilma Hengky Widhiandono, M.Si. S.E. Hermin Endratno Herni Justiana Astuti Herni Justiana Astuti Ika Rahmawati Ika Yustina Rahmawati Inayati, Nur Isna Istianah Istianah M Agung Miftahuddin M Makhrus M Makhrus Makhrus, M Maulida Nurul Innayah Mawaddah, Apriani Meydy Fauziridwan Mufida Nofiana Mufida Noviana Muryanto, Muhammad Naelati Tubastuvi Naelati Tubastuvi Nisa Hidayah Nofianingsih, Elsa Nur Apni Wulandari Petra, Dany Nofrizal Purnadi Purnadi Purnadi, Purnadi Putri Anggi Irawan Putri Dwi Cahyani Putri Dwi Cahyani, Putri Dwi Putri Maulidina Azzahra Rahmawati, Ika Yustina Ramdhani, Muhamad Luthfi Ratna Utami Refaldy Barry Saputra Rifka Utami Arofah Rizaldi Anggito Yudha Safitri Mukarromah Salsa Bila, Meisya Noor Saputra, Eqwar Selamat Eko Budi Santoso Siti Rahayu Slamet Budi Santoso Sri Wahyuni Sugeng Priyadi Suyoto Suyoto Suyoto Suyoto Suyoto Syarila Asri Febiani Syifaramadan, Choiruddin Sylvia Nur Saputri Totok Haryanto Tri Septin Muji Rahayu, Tri Septin Tubagus Zuhdan Azis Wahid, Dimas Lanang Rizky Wida Purwidianti