Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ekonomi, Bisnis dan Kewirausahaan (JEBIK)
Fahmi, Radiyul
Unknown Affiliation
Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
PURCHASE INTENTION BEHAVIOR IN CO-BRANDING PRODUCTS WITH SOCIAL MEDIA AS A MODERATING VARIABLE Sumantri, Dadan; Fahmi, Radiyul; Fathurrohman, Firdaus; Hurriyati, Ratih; Dirgantari, Puspo Dewi; Mulyadi, Hari
Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK) Vol 13, No 1 (2024): Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Publisher : Fakultas Ekonomi dan Bisnis, UNTAN

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26418/jebik.v13i1.72839

Abstract

This research aims to investigate the influence of co-branding on consumer attitudes and purchase intentions, with social media as a moderating variable. This study focuses on the Hard13 Noir Low and High co-branded products, with a sample of 200 respondents selected using purposive sampling. The data was collected through a questionnaire distributed online using Google Forms and analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM) method. The research results show that product and brand fit positively and significantly influence attitudes towards co-branded products. Attitudes toward co-branded products have also significantly influenced consumer purchasing intentions. In addition, social media was found to strengthen the relationship between product fit and brand fit with attitudes towards co-branded products and the relationship between attitudes towards co-branded products and purchase intentions. These findings can help companies manage the co-branding strategy, develop more effective marketing strategies, and suggest that using the social media can increase the consumer buying interest, especially as they face dynamic market challenges in the digital and post pandemic era.JEL: M3, O3.
Co-Authors Fathurrohman, Firdaus Hari Mulyadi, Hari Puspo Dewi Dirgantari Ratih Hurriyati Sumantri, Dadan