Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/23811
Title: Pengaruh Co-Branding dan Brand Equity terhadap Purchase Intention Produk Es Krim Cornetto Disc Oreo pada Masyarakat Kecamatan Medan Sunggal
Other Titles: The Influence of Co-Branding and Brand Equity on Purchase Intention for Cornetto Disc Oreo Ice Cream Products in the Community of Medan Sunggal District
Authors: Saputri, Ayumi Yukiko
metadata.dc.contributor.advisor: Hasman, Haryaji Catur Putera
Suryani, Wan
Keywords: co-branding;brand equity;purchase intention
Issue Date: 20-Mar-2024
Publisher: UNIVERSITAS MEDAN AREA
Series/Report no.: NPM;208320209
Abstract: Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh co-branding dan brand equity terhadap purchase intention produk es krim Cornetto Disc Oreo pada Masyarakat Kecamatan Medan Sunggal. Jenis Penelitian ini merupakan penelitian kuantitatif dan bersifat asosiatif. Penelitian ini terdiri dari dua variabel independen dan satu variabel dependen. Variabel independen dalam penelitian ini adalah Co-branding (X1), Brand equity (X2) dan variabel dependennya adalah Purchase intention (Y). Teknik pengambilan sampel yang digunakan adalah metode purposive sampling dengan kriteria responden berusia lebih dari 17 tahun, Masyarakat yang berdomisili di Kecamatan Medan Sunggal, dan Masyarakat yang tahu produk es krim Cornetto Disc Oreo. Sampel dalam penelitian ini sebanyak 100 responden. Teknik pengumpulan data menggunakan metode survei melalui kuesioner. Hasil penelitian ini menghasilkan temuan bahwa variabel co-branding berpengaruh positif dan signifikan terhadap purchase intention dan Variabel brand equtiy berpengaruh positif dan signifikan terhadap purchase intention dan secara simultan variabel co-branding dan brand equity berpengaruh signifikan dan positif terhadap purchase intention produk es krim Cornetto Disc Oreo pada Masyarakat Kecamatan Medan Sunggal. This research aims to test and analyze the influence of co-branding and brand equity on purchase intention for Cornetto Disc Oreo ice cream products in the Medan Sunggal District Community. This type of research is quantitative and associative research. This research consists of two independent variables and one dependent variable. The independent variables in this research are Co-branding (X1), Brand equity (X2) and the dependent variable is Purchase intention (Y). The sampling technique used was a purposive sampling method with the criteria being that respondents were over 17 years old, people who live in Medan Sunggal District, and people who know the Cornetto disc Oreo ice cream product. The sample in this study was 100 respondents. The data collection technique uses a survey method via questionnaires. The results of this research resulted in the finding that the co-branding variable had a positive and significant effect on purchase intention and the brand equity variable had a positive and significant effect on purchase intention and simultaneously the co-branding and brand equity variables had a significant and positive effect on purchase intention for Cornetto Disc ice cream products. Oreo in the Medan Sunggal District Community.
Description: 108 Halaman
URI: https://repositori.uma.ac.id/handle/123456789/23811
Appears in Collections:SP - Management

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208320209 - Ayumi Yukiko Saputri - Fulltext.pdfCover, Abstract, Chapter I, II, III, V, Bibliography1.79 MBAdobe PDFView/Open
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