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引用次数: 0
摘要
营销人员经常努力打造联合品牌。对于一个品牌来说，联合品牌有很多好处，这使得很多公司都在做联合品牌。本研究的目的是了解联合品牌战略对购买决策的影响。本研究以使用与肯德基联合品牌产品Dear Me Beauty的消费者为研究对象，采用有目的抽样法选取62人作为研究样本。使用简单的线性回归分析对假设进行了检验，结果发现联合品牌对购买决策有影响。
PENGARUH STRATEGI CO-BRANDING TERHADAP KEPUTUSAN PEMBELIAN
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.
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