<![CDATA[Abstract : Luna Hijab is a Muslim fashion brand that is well known for offering products to Muslim women in Indonesia. One of the goals that Luna Hijab wants to achieve is increasing purchase intention. However, based on sales data, Luna Hijab has a fluctuating growth rate. High purchase intention can be influenced by brand alliance strategies, customer-based brand equity, and trust. The Luna x Kemayu co-branding strategy in an effort to increase consumer buying interest is expected to increase sales. This type of research is explanatory research with non-probability sampling and accidental sampling. The number of respondents used in the research was 96 people. The data analysis tool used is SmartPLS version 4. The test results show that co-branding, customer-based brand equity, and trust have a significant effect on purchase intention with partial mediation. The suggestion from this research is brands need to socialize Luna x Kemayu massively, especially in introducing brand advantages and brand characteristics. In the customer-based brand equity aspect, brands can consider using signature brand printing so that the brand can be easily recognized by public. In the brand trust aspect, it is necessary to pay more attention to the information shared in order to increase brand trust.Keywords : Purchase Intention; Co-Branding; Customer-Based Brand Equity; TrustAbstraksi : Luna Hijab merupakan merek fashion muslim yang cukup terkenal dalam menawarkan produknya bagi para muslimah di Indonesia. Salah satu tujuan yang ingin dicapai Luna Hijab yaitu meningkatkan purchase intention. Namun berdasarkan data penjualan Luna Hijab memiliki tingkat pertumbuhan yang fluktuatif. Purchase intention yang tinggi dapat dipengaruhi oleh strategi aliansi merek, customer-based brand equity, dan didukung kepercayaan terhadap merek. Strategi co-branding Luna x Kemayu dalam upaya meningkatkan minat beli konsumen diharapkan dapat meningkatkan penjualan. Tipe penelitian ini adalah explanatory research dengan teknik pengambilan sampel non-probability sampling dan metode accidental sampling. Jumlah responden yang digunakan dalam penelitian yaitu sebanyak 96 orang. Alat bantu analisis data yang digunakan yaitu software SmartPLS versi 4. Hasil pengujian menunjukkan bahwa co-branding, customer-based brand equity, dan trust berpengaruh dan signifikan terhadap purchase intention dengan jenis mediasi parsial. Saran dari penelitian ini adalah merek perlu mensosialisasikan Luna x Kemayu lebih masif terutama dalam memperkenalkan keunggulan merek dan mempertahankan ciri khas merek. Pada aspek customer-based brand equity merek dapat mempertimbangkan penggunaan signature brand printing agar merek dapat dengan mudah dikenali masyarakat. Pada aspek trust merek perlu lebih memperhatikan informasi yang dibagikan agar dapat meningkatkan kepercayaan merek.Kata Kunci : Purchase Intention; Co-Branding; Customer-Based Brand Equity; Trust]]>
