The Influence of Brand Collaboration and Brand Image on the Customer Engagement and Purchase Decision of Tomoro Coffee x Jujutsu Kaisen in Semarang City
DOI:
https://doi.org/10.30872/miceb.v7i1.15550Keywords:
Brand Collaboration, Brand Image, Customer Engagement, Purchase DecisionAbstract
This study examines the influence of brand collaboration and brand image on customer engagement and purchase decision in the context of the collaboration between Tomoro Coffee and the anime series Jujutsu Kaisen in Semarang City. Drawing on the Stimulus–Organism–Response (S-O-R) model, brand collaboration and brand image are positioned as external stimuli that shape customer engagement as an internal psychological response, which subsequently influences purchase decision. Using a quantitative approach, data were collected from 110 respondents who were aware of the collaboration and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results indicate that brand collaboration and brand image have a positive and significant effect on customer engagement, while customer engagement strongly influences purchase decision. The findings highlight the importance of emotional involvement and symbolic value in brand collaborations based on popular culture. This study contributes to marketing literature by extending the application of the S-O-R model in brand collaboration research and offers managerial insights for coffee brands and similar industries in designing effective collaboration strategies to enhance customer engagement and purchase decision
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