Aaker, D. A. (1992). The value of brand equity. Journal of business strategy, 13(4), 27-32.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).
Abedsoltan, H., Taleizadeh, A. A., & Sarker, R. B. (2022). Optimal production of remanufactured products with collaboration and co-branding of luxury brands. Computers & Industrial Engineering, 172, 108533.
Al‐Samarraie, H., Eldenfria, A., Dodoo, J. E., Alzahrani, A. I., & Alalwan, N. (2019). Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model. Color Research & Application, 44(6), 993-1005.
Anggarini, W. (2022, July 1). Azarine Cosmetic x disney marvel, kolaborasi multiverse epik hadirkan 12 super serum untuk berbagai kebutuhan kulit - beauty fimela. com. Fimela. https://www.fimela.com/ beauty/read/4999027/azarine-cosmetic-x- disney-marvel-kolaborasi-multiverse-epik- hadirkan-12-super-serum-untuk-berbagai- kebutuhan-kulit.
Ayu, N. L. P. A. W., Pramiawati, W., & Aulia, P. (2022). Pengaruh Strategi Co-Branding Produk Susu UHT Cimory Rasa Biskuit Marie Regal Terhadap Keputusan Pembelian di Kota Bandung. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(2), 789-808.
Azarine Cosmetic. (2021, September 7). Azarine Cosmetic Official Website https://Azarinecosmetic.com
Bone, P. F., & Corey, R. J. (2000). Packaging ethics: Perceptual differences among packaging professionals, brand managers and ethically-interested consumers. Journal of Business Ethics, 24, 199-213.
Chatzipanagiotou, K., Christodoulides, G., & Veloutsou, C. (2019). Managing the consumer-based brand equity process: A cross-cultural perspective. International Business Review, 28(2), 328-343.
Cikita, R. J., & Marlien, R. A. (2023). Is co-branding a leversor of purchase decisions?. Jurnal Mantik, 6(4), 3754-3759.
Dhurup, M., Mafini, C., & Dumasi, T. (2014). The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry. Acta Commercii, 14(1), 1-9.
Dickinson, S., & Barker, A. (2007). Evaluations of branding alliances between non‐profit and commercial brand partners: the transfer of affect. International Journal of Nonprofit and Voluntary Sector Marketing, 12(1), 75-89.
Fakhruddin, S. H., & Dewi, R. S. (2020). Pengaruh Co-Branding Dan Customer-Based Brand Equity Terhadap Keputusan Pembelian (Studi Pada Co-Branding Produk Stockroom-Oldblue Di Jakarta). Jurnal Ilmu Administrasi Bisnis, 9(3), 360-368.
Ghozali, I. (2016). Aplikasi analisis multivariete dengan program IBM SPSS 23.
Gonzalez, M. P., Thornsbury, S., & Twede, D. (2007). Packaging as a tool for product development: Communicating value to consumers. Journal of food distribution Research, 38(856-2016-57932), 61-66.
Herawati, H., & Muslikah, M. (2019). Pengaruh Promosi Dan Desain Kemasan Terhadap Keputusan Pembelian Sariayu Putih Langsat. Kinerja, 2(01), 17-35.
Imram, N. (1999). The role of visual cues in consumer perception and acceptance of a food product. Nutrition & Food Science, 99(5), 224-230.
Jia, W., & Ran, H. (2021, December). The Analysis of Brand Co-branding Strategy. In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)(pp. 1567-1574). Atlantis Press.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.
Keller, K. L. (2013). Building, Measuring, and Managing Brand Equity .
Kent, T. & Omar, O., (2003). Retailing, McMillan, New York.
Kotler, P., & Keller, K. (2011). Marketing management 14th edition. prentice Hall.
Kotler, P., & Keller, K. L. (2013). Marketing Management (trans. Bob Sabran).
Kusuma, M., & Anita, F. A. F. (2021). Pengaruh Co-Branding Terhadap Keputusan Pembelian Produk Coklat. Wahana, 73(1), 71-76.
Lin, A. Y. S., Huang, Y. T., & Lin, M. K. (2015). Customer-based brand equity: The evidence from China. Contemporary Management Research, 11(1).
Ma, D., Wang, X., Hu, J., & Li, Z. (2023). The selection of sales channels considering consumer behavior preferences in a co-branding strategy. Electronic Commerce Research and Applications, 62, 101309.
Minor, M. (2001). Consumer behavior: a framework. Prentice Hall.
Nancarrow, C., Tiu Wright, L., & Brace, I. (1998). Gaining competitive advantage from packaging and labelling in marketing communications. British Food Journal, 100(2), 110-118.
Newmeyer, C. E., Venkatesh, R., Ruth, J. A., & Chatterjee, R. (2018). A typology of brand alliances and consumer awareness of brand alliance integration. Marketing Letters, 29, 275-289.
Ortiz-Villajos, J. M., & Sotoca, S. (2018). Innovation and business survival: A long-term approach. Research policy, 47(8), 1418-1436.
Partiwi, A., & Arini, E. (2021). Pengaruh kemasan dan citra merek terhadap keputusan pembelian. Jurnal Manajemen Modal Insani Dan Bisnis (JMMIB), 2(1), 77-87.
Peter, J.P & Jerry C. Olson, (2005). Consumer Behavior and Marketing Strategy. (7th ed). New York: McGraw-Hill. 578 hlm.
Phillip, K., & Keller, K. L. (2012). Marketing Management 14th edition Jakarta: PT. Indeks Kelompok Gramedia.
Pinello, C., Picone, P. M., & Mocciaro Li Destri, A. (2022). Co-branding research: where we are and where we could go from here. European Journal of Marketing, 56(2), 584-621.
Pratiwi, N. I., & Marlien, R. A. (2022). Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga terhadap Co Branding Berdampak pada Niat Beli Pelanggan (Studi pada Konsumen Cornetto Silverqueen di Kabupaten Grobogan). YUME: Journal of Management, 5(1), 51-66.
Prendergast, G., & Pitt, L. (1996). Packaging, marketing, logistics and the environment: are there trade‐offs?. International Journal of Physical Distribution & Logistics Management, 26(6), 60-72.
Rao, A. R., Qu, L., & Ruekert, R. W. (1999). Signaling unobservable product quality through a brand ally. Journal of marketing research, 36(2), 258-268.
Rundh, B. (2005). The multi‐faceted dimension of packaging: Marketing logistic or marketing tool?. British food journal, 107(9), 670-684.
Rundh, B. (2013). Linking packaging to marketing: how packaging is influencing the marketing strategy. British Food Journal, 115(11), 1547-1563.
Sari, A. M. (2022, July 1). Azarine x marvel rilis 12 super serum versi para superhero. IDN Times. https://www.idntimes.com/ hype/viral/asri-muspita-sari-2/azarine- kolaborasi-dengan-marvel-csc
Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British food journal, 106(8), 607-628.
Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of marketing research, 35(1), 30-42.
Slaton, K., Testa, D., Bakhshian, S., & Fiore, A. M. (2020). The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior. Journal of Retailing and Consumer Services, 57, 102246.
Stuart, H. (2018). Corporate branding and rebranding: an institutional logics perspective. Journal of Product & Brand Management, 27(1), 96-100.
Suciarto, S., Widyanto, M., & Untari, R. (2018). Pengaruh Customer Based Brand Equity (CBBE) Merek Snack Terhadap Keputusan Pembelian Konsumen Pelajar di Kabupaten Grobogan Jawa Tengah. JEMAP.
Sugiyono. (2015). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif dan R&D). Bandung: Alfabeta.
Sukamto, V. P., & Primadini, I. (2023). The rebranding strategy of Azarine Cosmetic. PRofesi Humas, 8(1), 102-126.
Suprapto, R., & Azizi, Z. W. (2020). Pengaruh Kemasan, Label Halal, Label Izin P-IRT Terhadap Keputusan Pembelian Konsumen UMKM Kerupuk Ikan. Jurnal REKOMEN (Riset Ekonomi Manajemen), 3(2), 125-133.
Sürücü, Ö., Öztürk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40, 114-124.
Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: attentional effects of product imagery. Journal of product & brand management, 10(7), 403-422.
Underwood, R. L., & Ozanne, J. L. (1998). Is your package an effective communicator? A normative framework for increasing the communicative competence of packaging. Journal of Marketing Communications, 4(4), 207-220.
Veloutsou, C., Chatzipanagiotou, K., & Christodoulides, G. (2020). The consumer-based brand equity deconstruction and restoration process: Lessons from unliked brands. Journal of Business Research, 111, 41-51.
Wang, L., & Finn, A. (2013). Heterogeneous sources of customer-based brand equity within a product category. Marketing Intelligence & Planning, 31(6), 674-696.
Wheeler, A. (2018). Designing Brand Identity fifth edition. Hoboken.
Wills, G. (1975). Packaging as a Source of Profit. International journal of Physical distribution, 5(6), 305-334.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1-14.
Yu, H., Lee, D., Cottingham, M., & Lee-seob, M. (2019). Consumer perceptions to luxury co-branding partnership in sport wearable market. International Journal of Human Movement Science, 13(3), 17-29.
Yu, H. Y., Robinson, G. M., & Lee, D. (2021). To partner or not? A study of co-branding partnership and consumers' perceptions of symbolism and functionality toward co-branded sport products. International Journal of Sports Marketing and Sponsorship, 22(4), 677-698.
Zhang, Y., & Guo, X. (2023). “New and old”: Consumer evaluations of co-branding between new brands and Chinese time-honored brands. Journal of Retailing and Consumer Services, 73, 103293.
Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3).
Abedsoltan, H., Taleizadeh, A. A., & Sarker, R. B. (2022). Optimal production of remanufactured products with collaboration and co-branding of luxury brands. Computers & Industrial Engineering, 172, 108533.
Al‐Samarraie, H., Eldenfria, A., Dodoo, J. E., Alzahrani, A. I., & Alalwan, N. (2019). Packaging design elements and consumers' decision to buy from the Web: A cause and effect decision‐making model. Color Research & Application, 44(6), 993-1005.
Anggarini, W. (2022, July 1). Azarine Cosmetic x disney marvel, kolaborasi multiverse epik hadirkan 12 super serum untuk berbagai kebutuhan kulit - beauty fimela. com. Fimela. https://www.fimela.com/ beauty/read/4999027/azarine-cosmetic-x- disney-marvel-kolaborasi-multiverse-epik- hadirkan-12-super-serum-untuk-berbagai- kebutuhan-kulit.
Ayu, N. L. P. A. W., Pramiawati, W., & Aulia, P. (2022). Pengaruh Strategi Co-Branding Produk Susu UHT Cimory Rasa Biskuit Marie Regal Terhadap Keputusan Pembelian di Kota Bandung. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 6(2), 789-808.
Azarine Cosmetic. (2021, September 7). Azarine Cosmetic Official Website https://Azarinecosmetic.com
Bone, P. F., & Corey, R. J. (2000). Packaging ethics: Perceptual differences among packaging professionals, brand managers and ethically-interested consumers. Journal of Business Ethics, 24, 199-213.
Chatzipanagiotou, K., Christodoulides, G., & Veloutsou, C. (2019). Managing the consumer-based brand equity process: A cross-cultural perspective. International Business Review, 28(2), 328-343.
Cikita, R. J., & Marlien, R. A. (2023). Is co-branding a leversor of purchase decisions?. Jurnal Mantik, 6(4), 3754-3759.
Dhurup, M., Mafini, C., & Dumasi, T. (2014). The impact of packaging, price and brand awareness on brand loyalty: Evidence from the paint retailing industry. Acta Commercii, 14(1), 1-9.
Dickinson, S., & Barker, A. (2007). Evaluations of branding alliances between non‐profit and commercial brand partners: the transfer of affect. International Journal of Nonprofit and Voluntary Sector Marketing, 12(1), 75-89.
Fakhruddin, S. H., & Dewi, R. S. (2020). Pengaruh Co-Branding Dan Customer-Based Brand Equity Terhadap Keputusan Pembelian (Studi Pada Co-Branding Produk Stockroom-Oldblue Di Jakarta). Jurnal Ilmu Administrasi Bisnis, 9(3), 360-368.
Ghozali, I. (2016). Aplikasi analisis multivariete dengan program IBM SPSS 23.
Gonzalez, M. P., Thornsbury, S., & Twede, D. (2007). Packaging as a tool for product development: Communicating value to consumers. Journal of food distribution Research, 38(856-2016-57932), 61-66.
Herawati, H., & Muslikah, M. (2019). Pengaruh Promosi Dan Desain Kemasan Terhadap Keputusan Pembelian Sariayu Putih Langsat. Kinerja, 2(01), 17-35.
Imram, N. (1999). The role of visual cues in consumer perception and acceptance of a food product. Nutrition & Food Science, 99(5), 224-230.
Jia, W., & Ran, H. (2021, December). The Analysis of Brand Co-branding Strategy. In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)(pp. 1567-1574). Atlantis Press.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands.
Keller, K. L. (2013). Building, Measuring, and Managing Brand Equity .
Kent, T. & Omar, O., (2003). Retailing, McMillan, New York.
Kotler, P., & Keller, K. (2011). Marketing management 14th edition. prentice Hall.
Kotler, P., & Keller, K. L. (2013). Marketing Management (trans. Bob Sabran).
Kusuma, M., & Anita, F. A. F. (2021). Pengaruh Co-Branding Terhadap Keputusan Pembelian Produk Coklat. Wahana, 73(1), 71-76.
Lin, A. Y. S., Huang, Y. T., & Lin, M. K. (2015). Customer-based brand equity: The evidence from China. Contemporary Management Research, 11(1).
Ma, D., Wang, X., Hu, J., & Li, Z. (2023). The selection of sales channels considering consumer behavior preferences in a co-branding strategy. Electronic Commerce Research and Applications, 62, 101309.
Minor, M. (2001). Consumer behavior: a framework. Prentice Hall.
Nancarrow, C., Tiu Wright, L., & Brace, I. (1998). Gaining competitive advantage from packaging and labelling in marketing communications. British Food Journal, 100(2), 110-118.
Newmeyer, C. E., Venkatesh, R., Ruth, J. A., & Chatterjee, R. (2018). A typology of brand alliances and consumer awareness of brand alliance integration. Marketing Letters, 29, 275-289.
Ortiz-Villajos, J. M., & Sotoca, S. (2018). Innovation and business survival: A long-term approach. Research policy, 47(8), 1418-1436.
Partiwi, A., & Arini, E. (2021). Pengaruh kemasan dan citra merek terhadap keputusan pembelian. Jurnal Manajemen Modal Insani Dan Bisnis (JMMIB), 2(1), 77-87.
Peter, J.P & Jerry C. Olson, (2005). Consumer Behavior and Marketing Strategy. (7th ed). New York: McGraw-Hill. 578 hlm.
Phillip, K., & Keller, K. L. (2012). Marketing Management 14th edition Jakarta: PT. Indeks Kelompok Gramedia.
Pinello, C., Picone, P. M., & Mocciaro Li Destri, A. (2022). Co-branding research: where we are and where we could go from here. European Journal of Marketing, 56(2), 584-621.
Pratiwi, N. I., & Marlien, R. A. (2022). Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga terhadap Co Branding Berdampak pada Niat Beli Pelanggan (Studi pada Konsumen Cornetto Silverqueen di Kabupaten Grobogan). YUME: Journal of Management, 5(1), 51-66.
Prendergast, G., & Pitt, L. (1996). Packaging, marketing, logistics and the environment: are there trade‐offs?. International Journal of Physical Distribution & Logistics Management, 26(6), 60-72.
Rao, A. R., Qu, L., & Ruekert, R. W. (1999). Signaling unobservable product quality through a brand ally. Journal of marketing research, 36(2), 258-268.
Rundh, B. (2005). The multi‐faceted dimension of packaging: Marketing logistic or marketing tool?. British food journal, 107(9), 670-684.
Rundh, B. (2013). Linking packaging to marketing: how packaging is influencing the marketing strategy. British Food Journal, 115(11), 1547-1563.
Sari, A. M. (2022, July 1). Azarine x marvel rilis 12 super serum versi para superhero. IDN Times. https://www.idntimes.com/ hype/viral/asri-muspita-sari-2/azarine- kolaborasi-dengan-marvel-csc
Silayoi, P., & Speece, M. (2004). Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure. British food journal, 106(8), 607-628.
Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of marketing research, 35(1), 30-42.
Slaton, K., Testa, D., Bakhshian, S., & Fiore, A. M. (2020). The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior. Journal of Retailing and Consumer Services, 57, 102246.
Stuart, H. (2018). Corporate branding and rebranding: an institutional logics perspective. Journal of Product & Brand Management, 27(1), 96-100.
Suciarto, S., Widyanto, M., & Untari, R. (2018). Pengaruh Customer Based Brand Equity (CBBE) Merek Snack Terhadap Keputusan Pembelian Konsumen Pelajar di Kabupaten Grobogan Jawa Tengah. JEMAP.
Sugiyono. (2015). Metode Penelitian Bisnis (Pendekatan Kuantitatif, Kualitatif dan R&D). Bandung: Alfabeta.
Sukamto, V. P., & Primadini, I. (2023). The rebranding strategy of Azarine Cosmetic. PRofesi Humas, 8(1), 102-126.
Suprapto, R., & Azizi, Z. W. (2020). Pengaruh Kemasan, Label Halal, Label Izin P-IRT Terhadap Keputusan Pembelian Konsumen UMKM Kerupuk Ikan. Jurnal REKOMEN (Riset Ekonomi Manajemen), 3(2), 125-133.
Sürücü, Ö., Öztürk, Y., Okumus, F., & Bilgihan, A. (2019). Brand awareness, image, physical quality and employee behavior as building blocks of customer-based brand equity: Consequences in the hotel context. Journal of Hospitality and Tourism Management, 40, 114-124.
Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging communication: attentional effects of product imagery. Journal of product & brand management, 10(7), 403-422.
Underwood, R. L., & Ozanne, J. L. (1998). Is your package an effective communicator? A normative framework for increasing the communicative competence of packaging. Journal of Marketing Communications, 4(4), 207-220.
Veloutsou, C., Chatzipanagiotou, K., & Christodoulides, G. (2020). The consumer-based brand equity deconstruction and restoration process: Lessons from unliked brands. Journal of Business Research, 111, 41-51.
Wang, L., & Finn, A. (2013). Heterogeneous sources of customer-based brand equity within a product category. Marketing Intelligence & Planning, 31(6), 674-696.
Wheeler, A. (2018). Designing Brand Identity fifth edition. Hoboken.
Wills, G. (1975). Packaging as a Source of Profit. International journal of Physical distribution, 5(6), 305-334.
Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1-14.
Yu, H., Lee, D., Cottingham, M., & Lee-seob, M. (2019). Consumer perceptions to luxury co-branding partnership in sport wearable market. International Journal of Human Movement Science, 13(3), 17-29.
Yu, H. Y., Robinson, G. M., & Lee, D. (2021). To partner or not? A study of co-branding partnership and consumers' perceptions of symbolism and functionality toward co-branded sport products. International Journal of Sports Marketing and Sponsorship, 22(4), 677-698.
Zhang, Y., & Guo, X. (2023). “New and old”: Consumer evaluations of co-branding between new brands and Chinese time-honored brands. Journal of Retailing and Consumer Services, 73, 103293.
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Affiliations
Rizaldi Anggito Yudha
Universitas Muhammadiyah Purwokerto
Restu Frida Utami
Universitas Muhammadiyah Purwokerto
Herni Justiana Astuti
Universitas Muhammadiyah Purwokerto
Suyoto Suyoto
Universitas Muhammadiyah Purwokerto
How to Cite
1.
Yudha R, Utami R, Astuti H, Suyoto S. The Effect of Co-Branding, Customer-Based Brand-Equity, and Packaging on Purchase Decision (Study on Purchasing Serum Azarine Cosmetic Marvel Edition). MAJ [Internet]. 21Dec.2023 [cited 28Apr.2024];12(4):497-08. Available from: http://journal.unnes.ac.id/sju/maj/article/view/77143
The Effect of Co-Branding, Customer-Based Brand-Equity, and Packaging on Purchase Decision (Study on Purchasing Serum Azarine Cosmetic Marvel Edition)
Vol 12 No 4 (2023): Management Analysis Journal
Submitted: Dec 8, 2023
Published: Dec 21, 2023
Abstract
The purpose of this research is to determine the influence of co-branding, customer-based brand equity, and packaging on purchasing decisions. To collect and study data, researchers used quantitative research methodology. Multiple linear regression analysis is the data analysis method used in this research, allowing researchers to investigate the influence between relevant variables. The sample obtained consisted of 102 respondents, but during distribution there were 2 data that were damaged, so only 100 respondents were used, which was distributed using Google Form via direct message Instagram users of Azarine Cosmetic Marvel Edition Serum, where the sample selection used a purposive sampling technique where they were selected based on standards. certain. The results of the analysis show that customer-based brand equity and packaging have a positive and significant effect on purchasing decisions, while co-branding has an insignificant negative effect on purchasing decisions for Azarine Cosmetic Marvel Edition. Specifically, the study found that the combined impact of co-branding, customer-based brand equity, and packaging accounted for 44.7% of the variability in purchasing decisions.