PENGARUH STRATEGI CO-BRANDING TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Co-branding is often striven by marketers. There are many
advantages of co-branding for a brand that makes many
companies do joint branding. This research was conducted with
the aim of knowing the effect of co-branding strategy on
purchasing decisions. Consumers who use the co-branding
product Dear Me Beauty with KFC were chosen as the population
of this study, with a sample of 62 people selected by purposive
sampling technique. The hypothesis was tested using simple
linear regression analysis which resulted in the finding that co-
branding had an effect on purchasing decisions.