ASSESING THE AFFECTIVENESS OF INFLUENCER SELECTION IN CO-BRANDING STRATEGY : THE CASE OF COTTONINK

• Main Author: Fadhila, Nida
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76606
• Institution: Institut Teknologi Bandung

CottonInk regularly collaborates with several artists, public figures, bloggers or institutions as influencers to create a series of superior products since 2018. The purpose of this research is to find out the best co-branding strategy with influencers to enhance new customer acquisition (as in traffic) is expected to increase by implementing the proposed strategy.The research carried out using quantitative and qualitative approaches also descriptive analysis with two data collections. In-depth interviews with CottonInk customers and brand owners as a qualitative research method. Online surveys as a quantitative research method to collect the necessary data. This method analyzing external and internal factors that can influence the success of the CottonInk collaboration. CottonInk has to keep running this co-branding activity, because this thing clearly gives impact. CottonInk stands out from its competitors as it continuously runs collaboration programs with other brands, allowing it to tap into the existing customer base of its partner brands and reach new audiences, leading to increased brand awareness and salesCottonInk need to continue their co-branding activities due to their impactful nature. The criteria for selecting influencers are to find people who share the same values. The brand need to choose influencers that align with this value and complete focus on co-branding from start to finish. That includes product development, as the collaboration''s ultimate result is a joint product.