Pengaruh Co-Branding NCT X Starbucks Terhadap Willingness to Buy Dimediasi Brand Image

Komala Indah Puspita (Universitas Esa Unggul)
Youna Chatrine Bachtiar (Universitas Esa Unggul)

Sinar Dunia: Jurnal Riset Sosial Humaniora dan Ilmu Pendidikan
Vol. 5 No. 3 (2026): September: Jurnal Riset Sosial Humaniora dan Ilmu Pendidikan

This study aims to determine the effect of NCT x Starbucks co-branding on willingness to buy with brand image as a mediating variable. The research was motivated by the collaboration between NCT and Starbucks which took place amidst the boycott issue, resulting in various responses that were suspected of influencing brand image and purchasing intentions. The study used a quantitative approach with a survey method and purposive sampling technique. The sample consisted of 100 Instagram followers of @nctzenarea who were aware of the NCT x Starbucks collaboration. Data were collected through a four-point Likert scale questionnaire and analyzed using IBM SPSS Statistics. The results showed that NCT x Starbucks co-branding had a negative and significant effect on brand image and willingness to buy, while brand image had a positive and significant effect on willingness to buy. Brand image was also proven to mediate the effect of co-branding on willingness to buy. This research is expected to be a reference in marketing communication studies and a consideration for companies in designing co-branding strategies that take into account brand image and social conditions.