PURCHASE INTENTION BEHAVIOR IN CO-BRANDING PRODUCTS WITH SOCIAL MEDIA AS A MODERATING VARIABLE

PURCHASE INTENTION BEHAVIOR IN CO-BRANDING PRODUCTS WITH SOCIAL MEDIA AS A MODERATING VARIABLE

This research aims to investigate the influence of co-branding on consumer attitudes and purchase intentions, with social media as a moderating variable. This study focuses on the Hard13 Noir Low and High co-branded products, with a sample of 200 respondents selected using purposive sampling. The da...

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Bibliographic Details
Main Authors: Dadan Sumantri, Radiyul Fahmi, Firdaus Fathurrohman, Ratih Hurriyati, Puspo Dewi Dirgantari, Hari Mulyadi
Format: Article
Language:Indonesian
Published: Fakultas Ekonomi dan Bisnis, Universitas Tanjungpura 2024-07-01
Series:Jurnal Ekonomi Bisnis dan Kewirausahaan (JEBIK)
Subjects:
co-branding
attitude toward co-branded product
social media
purchase intention
Online Access:https://jurnal.untan.ac.id/index.php/JJ/article/view/72839
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https://jurnal.untan.ac.id/index.php/JJ/article/view/72839

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