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Ayu Pratiwi, Ayu
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Journal : Prologia

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Pengaruh Strategi Co-Branding Good Day terhadap Brand Awareness Pada Komunitas Gamer Generasi Z Pratiwi, Ayu; Aulia, Sisca
Prologia Vol. 10 No. 1 (2026): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v10i1.37197

Abstract

This research examines how Good Day's collaborative branding initiative with Mobile Legends influences brand recognition among Generation Z gaming enthusiasts. The partnership between an instant coffee brand and gaming platform, executed during August to November 2025, addresses challenges faced by FMCG companies in connecting with younger demographics. Through quantitative methodology, data was gathered via surveys from 100 Mobile Legends Discord community members using purposive sampling techniques. A 4-point Likert scale questionnaire, validated for consistency and accuracy, served as the data collection instrument. Simple linear regression analysis through SPSS 31 revealed the collaborative branding approach significantly enhanced Good Day's brand recognition, explaining 52.1% of variance (t value 10.323 exceeding critical value 1.984, p<0.001). All four collaborative branding dimensions brand compatibility, quality perception, brand linkages, and market reach received favorable evaluations. Good Day achieved strong brand recognition levels (3.46 out of 4.0), demonstrated through comprehensive metrics: brand identification (96 to 99%), spontaneous brand recall (96 to 99%), and primary brand awareness (98%). These findings validate the success of inter industry partnerships in establishing brand consciousness among young consumer segments. Studi ini menginvestigasi dampak inisiatif kolaborasi merek antara Good Day dan Mobile Legends terhadap pengenalan merek Good Day di kalangan konsumen Generasi Z. Kerja sama lintas sektor antara merek kopi instan dan ekosistem gaming yang berlangsung pada periode Agustus hingga November 2025 merepresentasikan strategi dalam menghadapi hambatan industri FMCG dalam meraih perhatian demografi muda. Riset menerapkan pendekatan kuantitatif melalui teknik survei kepada 100 partisipan dari komunitas Discord Mobile Legends yang terseleksi menggunakan purposive sampling. Kuesioner berskala Likert 4 tingkat yang telah terverifikasi validitas serta reliabilitasnya menjadi instrumen pengumpulan data. Pengolahan data melalui regresi linear sederhana menggunakan aplikasi SPSS 31 memperlihatkan bahwa inisiatif kolaborasi merek memberikan dampak positif bermakna pada pengenalan merek Good Day dengan kontribusi varian sebesar 52,1% (nilai t hitung 10,323 melampaui t tabel 1,984, nilai signifikansi <0,001). Seluruh dimensi kolaborasi merek (brand fit, perceived quality, brand associations, market expansion) menunjukkan evaluasi favorable. Tingkat kesadaran merek Good Day berada pada kategori kuat (skor 3,46 dari skala maksimal 4,0) yang terwujud secara menyeluruh pada identifikasi merek (96 sampai 99%), recall merek (96 sampai 99%), serta kesadaran prioritas (98%). Riset ini memvalidasi keefektifan kerja sama lintas sektor dalam membangun kesadaran merek pada segmen konsumen muda.
Co-Authors Abesha, Muhammad Bagas ADELIA, PUTRI Aeny, Nurul Agatha, Titania Puela Aisy, Syifaa’ur Rahmanil Alfackri, Rizal Alfian Noviyanto Alimuddin, Muhammad Ilham Alkhinaya, Imelzsa Alluthfiyah, Isfa Amaliah, Salsabila Fathihah Amaliah Amelia, Devita Andardinata, Ady Andi, Feri Arabela, Shakila Arbi, Mokhram Ari Arifin, Siti Rahma Ariyani, Amra Arum, Naiya Giska Fauzhia Sekar Asriati Asriati, Asriati Asti Dipayanti, Ni made Bintang Saputri, Tegar Catur Fatchu Ukhriyawati Chantika, Faradila Cintika, Sara Famelia Deviany Diel, M. Martono Dini Anggraini, Dini Dwiputri, Aurra Amalia Edmaningsih, Yunike Eka Yusnaldi Elfita . Ervin Nora Susanti, Ervin Nora Faridsahanik, Aksan Fatmawati, Fatmawati Febrianti, Divani Widya Feerzet Achmad Firli Martanti, Siti Fitri, Nurwijaya Gandhi Sutjahjo Geryana Suantara, I Putu Ryan Gustina, Devi Hadi Pranoto Hajar, Qurban Hanyfania, Aulia Rahma Hapsari, Fahira Noviantika Dwi Haratua Tiur Maria Silitonga Haryadi, Andri Hidayanti, E. Ida Hidayat, Mario I G.L. Oka I N.S. Sutarpa, I N.S. I Nyoman Sumerta Miwada Isfahani, Rizki Islamy, Sofyan Izzaturrahmah, Annis Joko Priyana Karantina, Wa Ode Yessi Kusumastuti, Nurry Ayuningtyas Kusumawardani, Anggilia Lasni Maryanah, Maryanah Masita, Masita Maylani, Jamiatun Melati Mentari Mentari, Mentari Miftahul Aini, Intan Mohungo, Yolanda Muharam, Muharam Mukhamad Saeful Mukti, Audy Desaela Junia Najwa, Ifa Aulia Nasoetion, Panisean Nasrudienullah, Muhammad Ikhsan Nawafilillah Nazila, Maratun Nengsih, Resti Aulia Nikhlah Nova Mardiana, Nova Nur Aprilia, Elisha Nurliza, Tiara Panca Dewi Purwati, Panca Panida, I Kadek Dwi Jendra Permata, Mastura Poernomo, Baby Prastiwi, Nurmalyta Dwi Pratiwi, Elsa Prita Dellia Puspita Sari, Rina Puspita Sari, Rina Puspita Sari Puspita, Bella Putri, Hamida Ramadhan , Ahmad Farid Ratnasari, Febi Reni Yuniarti Reskawati, Shindy Ainun Rina Puspita Sari Riris Aryawati Rizki Eka Putra, Rizki Eka Rohmanur Aziz, Rohmanur RR. Ella Evrita Hestiandari Salma, Nazhifa Santoso, Adjie Sapitri, Tania Adela Saputra, Muhammad Dio Sari, Desja Air Sari, Fariezta Sari, Indri Sari, Mira Permata Sholihah, Ifah Niya Sari Singgih, Rahadi Pratomo Sisca Aulia Sri Langgeng Ratnasari Suci Rahayu SUHARTO Suhartono Sukamto, Ika Sumiyarsi Sulaeman Sulaeman Ulpatami, Niken Wahyu Saputri, Laila Wardani, Dian Wiris Woro Wayan Sayang Yupardhi Wicaksono, Anggun Widayati Widayati Wijaya, Maruf Ajisaka Winarni, Lastri Mei Yuliana Yuliana yusyanah, yusyanah Ziliwu, Sandra Zuliani, Nopita