Co-branding dalam Industri Kosmetik: Pengaruh Brand Image Mitra; Perceived Value Ramah Lingkungan, Berorientasi pada Lingkungan; dan Atribut Produk pada Minat Pembelian

Authors

  • Dani Wadiandini Program Studi Bisnis Digital, Institut Teknologi dan Bisnis Tuban
  • Megawaty Megawaty Program Studi Bisnis Digital, Institut Teknologi dan Bisnis Tuban
  • Nurul Hidayatul Arif Program Studi Bisnis Digital, Institut Teknologi dan Bisnis Tuban
  • Diki Ahmad Mudhakir Program Studi Bisnis Digital, Institut Teknologi dan Bisnis Tuban
  • Putra Narendra Ramadani Program Studi Bisnis Digital, Institut Teknologi dan Bisnis Tuban

DOI:

https://doi.org/10.30872/jkin.v21i2.14772

Keywords:

Customer preferences, perilaku konsumen, industri kosmetik, co-branding

Abstract

Penelitian ini bertujuan untuk menguji pengaruh independent variable (Brand Image Mitra; Perceived Value Ramah Lingkungan, dan Atribut Produk) terhadap minat pembelian (purchase intention) pada konsumen produk co-branding industri kosmetik. Selain itu, penelitian ini juga menguji karakter brand image seperti apa yang menarik bagi Gen Y dan Gen Z, serta untuk mengetahui sektor yang paling menarik menjadi mitra co-branding produk kosmetik. Populasi pada menelitian ini berjumlah 156 responden, yang terdiri dari 96 responden Gen Z dan 60 responden Gen Y yang tersebar di Indonesia. Teknik pengumpulan data menggunakan kuisioner yang dilakukan secara online. Teknik analisis data menggunakan metode SEM PLS. Meskipun terdapat perbedaan preferensi, akan tetapi secara umum hasil penelitian menunjukkan bahwa baik pada Gen Y maupun Gen Z, variable independent berpengaruh positif terhadap minat pembelian (purchase intention). Gen Z cenderung tertarik pada brand image yang mencerminkan semangat muda, modern, dan trendi (Excitement). Sektor Kosmetik merupakan pilihan utama kemitraan untuk co-branding. Di sisi lain, Gen Y menunjukkan minat yang seimbang antara brand image yang membangkitkan kegembiraan (Excitement) dan ketulusan (Sincerity), dengan sektor kosmetik, makanan & minuman, serta fashion menjadi pilihan utama untuk kemitraan co-branding.

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Published

2024-05-25

How to Cite

Wadiandini, D., Megawaty, M., Arif, N. H., Mudhakir, D. A., & Ramadani, P. N. (2024). Co-branding dalam Industri Kosmetik: Pengaruh Brand Image Mitra; Perceived Value Ramah Lingkungan, Berorientasi pada Lingkungan; dan Atribut Produk pada Minat Pembelian. Kinerja : Jurnal Ekonomi Dan Manajemen, 21(2). https://doi.org/10.30872/jkin.v21i2.14772

Issue

Vol. 21 No. 2 (2024): Mei

Section

Articles

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