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Restu Frida Utami
Fakultas Ekonomi Dan Bisnis Universitas Muhammadiyah Purwokerto
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Public Health Social Sciences Other

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Journal : Management Analysis Journal

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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 Fauzi Andrean, Dimas Anggraito, Lucky Annisa Ilma Hartikasari Apriyana, Nurul Arini Hidayah, Arini Arman, Faris Meirizki Arofah, Rifka Utami Awalia, Melani Bagis, Fatmah Dian Papulasih Dini Siswani Mulia Erny Rachmawati Febriansyah, Wivan Febrilianty, Arfannisa Hardyanthi, Try Hartikasari, Annisa Ilma Hengky Widhiandono, M.Si. S.E. Hermin Endratno Herni Justiana Astuti Herni Justiana Astuti Ika Yustina Rahmawati Inayati, Nur Isna Istianah Istianah M Makhrus M Makhrus Makhrus, M Maulida Nurul Innayah Mawaddah, Apriani Miftahuddin, Muchammad Agung Mufida Nofiana Mufida Noviana Muryanto, Muhammad Naelati Tubastuvi Naelati Tubastuvi Nofianingsih, Elsa Petra, Dany Nofrizal Purnadi, Purnadi Putri Dwi Cahyani Putri Dwi Cahyani, Putri Dwi Rahmawati, Ika Yustina Ramdhani, Muhamad Luthfi Refaldy Barry Saputra Rizaldi Anggito Yudha Safitri Mukarromah Salsa Bila, Meisya Noor Salsabila, Difa Putri Saputra, Eqwar Selamat Eko Budi Santoso Siti Rahayu Slamet Budi Santoso Sri Wahyuni Sugeng Priyadi Suyoto Suyoto Suyoto Suyoto Syifaramadan, Choiruddin Totok Haryanto Tri Septin Muji Rahayu, Tri Septin Tubagus Zuhdan Azis Wahid, Dimas Lanang Rizky Wida Purwidianti