THE EFFECT OF UT COLLECTION UNIQLO COLLABORATIVE BRANDING STRATEGY TOWARDS CUSTOMER REPURCHASE INTENTION

• Main Author: Andriana, Tisha
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/66965
• Institution: Institut Teknologi Bandung

Nowadays, as the fashion industry is currently growing align with how styles and cultures are changing rapidly, fast fashion compete by offering the trendiest fashion at affordable price to serve the market. This competitive motivate the fast-faVhion Wo be ?differenW¶ and carried oXW ?brand deYelopmenW¶ XVing collaborative branding, a form of brand alliance that work collaboratively to create a stronger points of differentiation and gain exposure between the two companies, also to expand their market by pulling the market from their brand alliance. UNIQLO UT Collection is one of fast fashion that implement collaborative branding strategy with the famous anime series, Jujutsu Kaisen. This collaboration experience a surge in purchase in Indonesia in June, 2021. However, it is still uncertain whether the market created by UT Collection x Jujutsu Kaisen collaboration will lead to repurchase intention behavior towards another UNIQLO product line and enter into the overall UNIQLO market. Therefore, this research intends to anal\]e Whe affecW of Yariable predicWed b\ UNIQLO¶V collaboraWiYe branding VWraWeg\ WoZard cXVWomer repurchase intention on UNIQLO brand and to determine which variable predicWed b\ UNIQLO¶V collaborative branding strategy that affect the customer repurchase intention towards UNIQLO brand. in UNIQLO Indonesia. This research is conducted through qualitative approach by semi-structured interview and quantitative approach by online survey towards customer who bought UNIQLO UT Collection x Jujutsu Kaisen. The researcher use open coding to analyze the interview result and uses descriptive statistic and PLS-SEM to analyze the survey result. The result indicates that Need for Uniqueness and Brand Image has a positive influence on UNIQLO UT Collection collaborative branding. Furthermore, UNIQLO UT Collection collaborative branding has a positive influence towards Consumer Perception of Self-Image Congruence, Satisfaction, and Repurchase Intention toward UNIQLO brand product. Moreover, Need for Uniqueness, Brand Preferences and Satisfaction has a positive influence towards Repurchase Intention toward UNIQLO brand product. The finding of this research is expected to give insight about collaborative branding strategy on fashion industry or industry related to merchandise in Indonesia.