Jurnal Bisnis dan Kewirausahaan
Vol 18 No 1 (2025): Jurnal Bisnis Kewirausahaan

PENGARUH CO-BRANDING PADA NIAT BELI

Muhammad Iqbal (Unknown)
Waluyo Budi Atmoko (Unknown)
Sugiyarmasto Sugiyarmasto (Unknown)

Article Info

Publish Date
31 Jul 2026

Abstract

Abstract This study aims to examine the effect of co-branding on purchase intention. Data were obtained through a laboratory experiment conducted at Setia Budi University in Surakarta. The experimental technique used 35 participants. Hypothesis testing used the Kolmogorov-Smirnov normal distribution test and paired sample test. The results indicate that co-branding advertising strengthens consumer purchase intention.

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Journal Info
Jurnal Bisnis dan Kewirausahaan
Website

Abbrev

jbk

Publisher

Universitas Setia Budi

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Jurnal Ilmiah Bisnis dan Kewirausahaan merupakan media publikasi ilmiah yang diterbitkan dua kali setahun oleh Fakultas Ekonomi Universitas Setia Budi, yang bertujuan untuk memberikan sarana komunikasi ilmiah melalui penyampaian berbagai hasil penelitian, artikel ilmiah, tinjauan buku, serta ...