PENGARUH CO – BRANDING CHATIME – SASA TERHADAP BRAND EQUITY CHATIME

Alfi Karunia Nilasari (Program Studi S1 Ilmu Komunikasi, Fakultas Komunikasi dan Bisnis, Telkom University Bandung)
Berlian Primadani Satria Putri (Program Studi S1 Ilmu Komunikasi, Fakultas Komunikasi dan Bisnis, Telkom University Bandung)

Journal of Management - Small and Medium Enterprises (SME's)
Vol 16 No 1 (2023): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)

This study aims to find out the influence of the Chatime-Sasa Co-branding on Chatime's Brand Equity. The method in this study is a quantitative method of the causal type. The authors use a non-probability sampling type that is purposive sampling. The current target sample of the study is 100 respondents. Based on the results of the study, the Co-branding variable has a significant positive influence on Brand Equity. Chatime-Sasa's Co-branding influences Chatime's Brand Equity by 45,4% and another 54,6% is influenced by other variables outside of Co-branding. The benefit of the current research is to provide ideas and input on Chatime-Sasa Co-branding activities toward Chatime Brand Equity which can then be used as a branding strategy in the future. Keywords : Co-branding; Brand Equity; Chatime-Sasa