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All Journal Al-Kharaj: Journal of Islamic Economic and Business Jurnal Ilmiah Ekonomi dan Manajemen
Shabrina ayu hananta
Universitas Islam Malang
Economics, Econometrics & Finance Other

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Filsafat Manajemen Abdul wahid mahsuni; Novia putri oktaviani; Arif akbarrurrijal; Shabrina ayu hananta
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 2 No. 2 (2024): Februari
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v2i2.890

Abstract

Management philosophy is a collection of knowledge and beliefs that provide a broad basis or basis for determining problem solving. The method in this article uses the literature method, is a study that studies various reference books and similar previous research results to obtain a theoretical basis for the problem to be studied. The data collection uses how to find sources and construct from various sources such as books, journals and research that has been done. Four perspectives from the formation of epistemology and ontology provide a framework for management to know how they act as managers of an organization. This perspective as a basic form of manager's reasoning in action and how to assess individual behavior in the organization
The Effect Of Co-Branding On Purchase Intention For Cosmetic Products Through Perceived Value And Customer Attitude As Intervening Variables (A Study Of The Somethinc X Bittersweet By Najla Product Collaboration) Shabrina Ayu Hananta; Hadi Sunaryo; Jeni Susyanti
Al-Kharaj: Journal of Islamic Economic and Business Vol. 8 No. 3 (2026): All articles in this issue include authors from 3 countries of origin (Indonesi
Publisher : LP2M IAIN Palopo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24256/kharaj.v8i3.12498

Abstract

This study aims to analyse the effect of co-branding on purchase intention for the Somethinc × Bittersweet by Najla collaborative product, with perceived value and customer attitude as intervening variables. This study employs a quantitative approach using a survey method. The sample was selected using non-probability sampling with a purposive sampling technique, comprising 385 respondents aged 15–45 who were aware of the collaborative product, had never purchased it, and expressed an interest in purchasing it. Data were collected via a questionnaire using a Likert scale and analysed using Structural Equation Modelling–Partial Least Squares (SEM-PLS). The results indicate that co-branding has a positive and significant effect on purchase intention, perceived value, and customer attitude. Perceived value and customer attitude also have a positive and significant effect on purchase intention. Furthermore, co-branding was found to have a positive and significant indirect effect on purchase intention via perceived value and customer attitude. These findings suggest that brand compatibility, the strength of both brands’ images, quality, innovation, and the appeal of the collaborative product are capable of enhancing perceived value and fostering positive consumer attitudes, thereby driving purchase intention. The research findings have implications for companies to consider brand compatibility, quality, product benefits, emotional value, and promotional strategies when developing co-branding products to enhance consumers’ purchase intention.
Co-Authors Arif Akbarrurrijal Jeni Susyanti Novia putri oktaviani Sunaryo, Hadi