PENGARUH CO-BRANDING TERHADAP CUSTOMER PURCHASE INTENTION DAN KEPUTUSAN PEMBELIAN (Studi Pada Konsumen Wall’s Selection Oreo di Indonesia) - D’Mugi Ramdhani; Suharyono Suharyono; Kadarisman Hidayat (Jurnal Administrasi Bisnis, 2018)
This research had the aim and purpose of determining the effect of Co-Branding towards Customer Purchase Intention and Buying Decision. In this research there are 3 variabels which is: Co-Branding (X) as an a exogenous variable, also Customer purchase intention (Y1) and Consumer Satisfaction (Y2) as endogenous. This researcch is an explanatory research with research sites throughout Indonesia in consuming products of Wall's ice cream, Oreo cookies and Wall's Selection Oreo ice cream. The analysis technique used is the Paths analysis. The accuracy of the model hypothesis is determined by measuring a relationship coefficient of determination (R2), in which the result of calculation was 0.7689 that explained that the Co-Branding had significants influence either through a variable Customer Purchase Intention or directly to variable Buying Decision. Keywords : Co-Branding, Customer Purchase Intention, Buying Decision.ABSTRAK Penelitian ini memiliki tujuan untuk menentukan pengaruh Co-Branding terhadap Customer Purchase Intention dan Keputusan Pembelian. Dalam penelitian ini ada 3 variabel yaitu: Co-Branding (X) sebagai variabel eksogen, juga Customer Purchase Intention (Y1) dan Kepuasan Konsumen (Y2) sebagai endogen. Penelitian ini adalah penelitian eksplanatorik dengan lokasi penelitian di Indonesia yang mengonsumsi produk es krim Wall’s, Oreo cookies, dan es krim Wall's Selection Oreo. Teknik analisis yang digunakan adalah analisis Paths. Keakuratan hipotesis model ditentukan dengan mengukur koefisien korelasi determinasi (R2), di mana hasil perhitungan adalah 0,7689 yang menjelaskan bahwa Co-Branding mempengaruhi baik melalui variabel Customer Purchase Intention atau langsung ke Keputusan Pembelian variabel. Kata Kunci : Co-Branding, Customer Purchase Intention, Keputusan Pembelian.