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Ratu Jennifer Cikita
Stikubank University
Computer Science & IT Economics, Econometrics & Finance Languange, Linguistic, Communication & Media

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Journal : Jurnal Mantik

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Is co-branding a leversor of purchase decisions? Ratu Jennifer Cikita; R.A. Marlien
Jurnal Mantik Vol. 6 No. 4 (2023): February: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

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Abstract

It is important for sellers of a product to make consumers buy their products. Aerostreet - Rown Division continues to experience improvement from 2018-2020, with a co-branding strategy and collaboration with Aerostreet. This study aims to examine the effect of co-branding, price, promotion on purchasing decisions. The population in this study were all Aerostreet and Rown Division buyers whose exact number was not known, while the samples taken were 83 respondents, using a purposive sampling technique. The findings show that co-branding has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, and promotion has a positive and significant effect on purchasing decisions.
Co-Authors R.A. Marlien