THE RELATIONSHIP OF CO-BRANDING FIT TOWARDS PURCHASE INTENTION OF LOCAL BRAND CO-BRANDED PRODUCT

• Main Author: Mutaqin, Gera
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/78750
• Institution: Institut Teknologi Bandung

The growth of the creative industry in Indonesia is increasing the competition between local brands and makes the market become more dynamics. In this era where consumers treated by massive advertising and aggressive campaigns, it has become important to build strong brands and get the consumer attention with creative marketing strategy. One of the popular strategies that used by Indonesia local brands is a co-branding strategy. Through this strategy local brand believed it could strengthen company reputation, overall quality, and awareness of the participating brands. Unfortunately the lack perspective of customer preferences in co-branding strategy makes local brand use co-branding strategy based on their internal desire and choosing collaborated brand based on owner relationship. This affects failures and not meet the sales objectives from the strategy. This research is focusing on finding the perspective of the customer about co-branding strategy especially fit aspect between the collaborated brands. This research conducted in Multiple Regression Analysis. The population observed is a potential consumer of the local brand in Bandung, West Java with the sample size of 400 respondents. The results of this research showed a significant influence of fit aspect which is product fit, brand fit, and familiarity with the customer's purchase intention. The researcher recommends the local brand that will use co-branding strategy to considerate the product fit, brand fit, and familiarity before choosing collaborated brands, because the research shows that the fit aspect has a strong effect on consumer purchase intention of co-branded product.