Peran Brand Preference Memediasi Pengaruh Co-Branding dan Brand Equity Terhadap Minat Beli
(Studi Pada Kolaborasi Indomie dan Pop Mie)
DOI:
https://doi.org/10.37150/jimat.v6i3.4027Keywords:
Co-Branding, Ekuitas Merek, Preferensi Merek, Minat BeliAbstract
This study aims to see effect of co-branding and brand equity on purchase intention through brand preference as an intervening variable. Data analysis using Partial Least Square Structural Equation Modeling (PLS-SEM). The results showed that: (1) co-branding has a positive and significant effect on brand preference, (2) brand equity has a positive and significant effect on brand preference, (3) co-branding has no effect on purchase intention, (4) brand equity has a positive and significant effect on purchase intention, (5) brand preference has a positive and significant effect on purchase intention, (6) brand preference mediates the effect of co-branding on purchase intention, (7) brand preference mediates the effect of brand equity on purchase intention.
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