Pengaruh Perceived Fit, Perceived Novelty, Dan Customer Attitude Terhadap Purchase Intention Dalam Strategi Co-Branding
DOI:
https://doi.org/10.31539/costing.v7i4.7777Keywords:
co-branding, customer attitude, perceived fit, perceived novelty, purchase intentionAbstract
Merek mengkomunikasikan kualitas dan menciptakan gambaran atau karakteristik yang bermakna di benak konsumen yang membantu mereka dalam mengambil keputusan pembelian. Merek yang memiliki kekuatan yang signifikan mampu membentuk representasi yang menarik dalam persepsi konsumen, memengaruhi keputusan pembelian, dan mendorong loyalitas pelanggan. Co-branding telah menjadi strategi populer dalam persaingan pasar yang sengit. Penelitian ini menggunakan metode kuantitatif dengan mengumpulkan data dari konsumen yang sudah mengenal merek Indomie dan Indofood Ice Cream serta produk Choc Rocks Cone Indomie, namun belum pernah membeli produk Choc Rocks Cone Indomie. Hasil penelitian menunjukkan bahwa perceived fit berperan penting sebagai mediator antara sikap pelanggan terhadap merek dan produk co-branding. Selain itu, sikap pelanggan terhadap produk co-branding, perceived fit, dan perceived novelty memiliki pengaruh positif pada keinginan pembelian produk co-branding. Meskipun perceived novelty memiliki pengaruh positif, tidak menjadi mediator yang signifikan. Oleh karena itu, perusahaan yang ingin meluncurkan produk co-branding perlu memahami peran penting perceived fit dalam memengaruhi sikap pelanggan dan keinginan pembelian.
References
[1] G. Dijksterhuis, “New product failure: Five potential sources discussed,” Trends in Food Science and Technology, vol. 50. Elsevier Ltd, pp. 243–248, Apr. 01, 2016. doi: 10.1016/j.tifs.2016.01.016.
[2] D. Sunarsi, “The Influence of Product Mix, Promotion Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang,” 2020.
[3] D. Sattayawaksakul and L. Tiangsoongnern, “Consumer Evaluations of Co-branding: An Examination of the Role of Brand Image Consistency and Perceived Brand Fit,” SUTHIPARITHAT, vol. 32, no. 102, pp. 17–31, 2018.
[4] A. Bengtsson and P. Servais, “Co-branding on industrial markets,” Industrial Marketing Management, vol. 34, no. 7 SPEC. ISS., pp. 706–713, 2005, doi: 10.1016/j.indmarman.2005.06.004.
[5] A. Insan Waluya, M. Ali Iqbal, and R. Indradewa, “How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers,” 2019. [Online]. Available: http://www.marklines.com
[6] J. Cai, J. Wu, H. Zhang, and Y. Cai, “Research on the Influence Mechanism of Fashion Brands’ Crossover Alliance on Consumers’ Online Brand Engagement: The Mediating Effect of Hedonic Perception and Novelty Perception,” Sustainability (Switzerland), vol. 15, no. 5, Mar. 2023, doi: 10.3390/su15053953.
[7] Udriyah, J. Tham, and S. M. Ferdous Azam, “The effects of market orientation and innovation on competitive advantage and business performance of textile smes,” Management Science Letters, vol. 9, no. 9, pp. 1419–1428, 2019, doi: 10.5267/j.msl.2019.5.009.
[8] C. Nguyen, J. Romaniuk, M. Faulkner, and J. Cohen, “Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory,” Mark Lett, vol. 29, no. 1, pp. 37–48, Mar. 2018, doi: 10.1007/s11002-017-9444-3.
[9] C. E. Newmeyer, R. Venkatesh, J. A. Ruth, and R. Chatterjee, “A typology of brand alliances and consumer awareness of brand alliance integration,” Mark Lett, vol. 29, no. 3, pp. 275–289, Sep. 2018, doi: 10.1007/s11002-018-9467-4.
[10] C. Paydas Turan, “Success drivers of co-branding: A meta-analysis,” in International Journal of Consumer Studies, John Wiley and Sons Inc, Jul. 2021, pp. 911–936. doi: 10.1111/ijcs.12682.
[11] Q. Zhang, J. Chen, and J. Lin, “Market targeting with social influences and risk aversion in a co-branding alliance,” Eur J Oper Res, vol. 297, no. 1, pp. 301–318, Feb. 2022, doi: 10.1016/j.ejor.2021.05.022.
[12] K. Charry and N. T. M. Demoulin, “Children’s response to co-branded products: The facilitating role of fit,” International Journal of Retail and Distribution Management, vol. 42, pp. 1032–1052, Dec. 2014, doi: 10.1108/IJRDM-08-2013-0166.
[13] S. Zuhdi, B. H. Rainanto, and D. Apriyani, “Analysis of Co-Branding Strategy to Improve Company’s Competitive Power (Case Study on Walls Selection Oreo),” 2020.
[14] A. T. Norman, “THE EFFECTS OF PRODUCT FIT AND BRAND FIT ON MEMORY RETENTION FOR BRAND ALLIANCES: WHEN LESS IS MORE,” International Journal of Management and Marketing Research, vol. 9, no. 1, pp. 13–28, 2016, [Online]. Available: www.theIBFR.com
[15] H. Chung and S. Kim, “Effects of brand trust, perceived fit and consumer innovativeness Effects of brand trust, perceived fit and consumer innovativeness on fashion brand extension evaluation on fashion brand extension evaluation,” 2014.
[16] C. Pinello, P. M. Picone, and A. Mocciaro Li Destri, “Co-branding research: where we are and where we could go from here,” European Journal of Marketing, vol. 56, no. 2. Emerald Group Holdings Ltd., pp. 584–621, Feb. 02, 2022. doi: 10.1108/EJM-02-2021-0073.
[17] Frontier, “Top Brand Index Kategori Mie Instant Dalam Kemasan Bag,” 2023. https://www.topbrand-award.com/top-brand-index/?tbi_year=2023&type=subcategory&tbi_find=MIE%20INSTANT%20DALAM%20KEMASAN%20BAG (accessed Aug. 03, 2023).
[18] J. F. Hair, W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate Data Analysis, New International. London: Pearson Education Limited, 2014.
[19] K. Thompson and D. Strutton, “Revisiting perceptual fit in co-branding applications,” Journal of Product and Brand Management, vol. 21, no. 1, pp. 15–25, Feb. 2012, doi: 10.1108/10610421211203079.
[20] B. Lowe and F. Alpert, “Forecasting consumer perception of innovativeness,” Technovation, vol. 45–46, pp. 1–14, Nov. 2015, doi: 10.1016/j.technovation.2015.02.001.
[21] D. A. Aaker, Managing Brand Equity. New York: Free Press, 1991.
[22] S. Suzuki and S. Kanno, “The role of brand coolness in the masstige co-branding of luxury and mass brands,” J Bus Res, vol. 149, pp. 240–249, Oct. 2022, doi: 10.1016/j.jbusres.2022.04.061.
[23] R. Mugge and D. W. Dahl, “Seeking the ideal level of design newness: Consumer response to radical and incremental product design,” Journal of Product Innovation Management, vol. 30, no. SUPPL 1, pp. 34–47, 2013, doi: 10.1111/jpim.12062.
[24] D. Singhal, S. K. Jena, and S. Tripathy, “Factors influencing the purchase intention of consumers towards remanufactured products: a systematic review and meta-analysis,” Int J Prod Res, vol. 57, no. 23, pp. 7289–7299, Dec. 2019, doi: 10.1080/00207543.2019.1598590.
[25] L. M. Bouten, D. Snelders, and E. J. Hultink, “The impact of fit measures on the consumer evaluation of new co-branded products,” Journal of Product Innovation Management, vol. 28, no. 4, pp. 455–469, Jul. 2011, doi: 10.1111/j.1540-5885.2011.00819.x.
[26] M. Sääksjärvi and K. Hellén, “Idea selection using innovators and early adopters,” European Journal of Innovation Management, vol. 22, no. 4, pp. 585–599, Sep. 2019, doi: 10.1108/EJIM-05-2018-0094.
[27] S. A. Al-Jundi, A. Shuhaiber, and R. Augustine, “Effect of consumer innovativeness on new product purchase intentions through learning process and perceived value,” Cogent Business and Management, vol. 6, no. 1, Jan. 2019, doi: 10.1080/23311975.2019.1698849.
[2] D. Sunarsi, “The Influence of Product Mix, Promotion Mix and Brand Image on Consumer Purchasing Decisions of Sari Roti Products in South Tangerang,” 2020.
[3] D. Sattayawaksakul and L. Tiangsoongnern, “Consumer Evaluations of Co-branding: An Examination of the Role of Brand Image Consistency and Perceived Brand Fit,” SUTHIPARITHAT, vol. 32, no. 102, pp. 17–31, 2018.
[4] A. Bengtsson and P. Servais, “Co-branding on industrial markets,” Industrial Marketing Management, vol. 34, no. 7 SPEC. ISS., pp. 706–713, 2005, doi: 10.1016/j.indmarman.2005.06.004.
[5] A. Insan Waluya, M. Ali Iqbal, and R. Indradewa, “How product quality, brand image, and customer satisfaction affect the purchase decisions of Indonesian automotive customers,” 2019. [Online]. Available: http://www.marklines.com
[6] J. Cai, J. Wu, H. Zhang, and Y. Cai, “Research on the Influence Mechanism of Fashion Brands’ Crossover Alliance on Consumers’ Online Brand Engagement: The Mediating Effect of Hedonic Perception and Novelty Perception,” Sustainability (Switzerland), vol. 15, no. 5, Mar. 2023, doi: 10.3390/su15053953.
[7] Udriyah, J. Tham, and S. M. Ferdous Azam, “The effects of market orientation and innovation on competitive advantage and business performance of textile smes,” Management Science Letters, vol. 9, no. 9, pp. 1419–1428, 2019, doi: 10.5267/j.msl.2019.5.009.
[8] C. Nguyen, J. Romaniuk, M. Faulkner, and J. Cohen, “Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory,” Mark Lett, vol. 29, no. 1, pp. 37–48, Mar. 2018, doi: 10.1007/s11002-017-9444-3.
[9] C. E. Newmeyer, R. Venkatesh, J. A. Ruth, and R. Chatterjee, “A typology of brand alliances and consumer awareness of brand alliance integration,” Mark Lett, vol. 29, no. 3, pp. 275–289, Sep. 2018, doi: 10.1007/s11002-018-9467-4.
[10] C. Paydas Turan, “Success drivers of co-branding: A meta-analysis,” in International Journal of Consumer Studies, John Wiley and Sons Inc, Jul. 2021, pp. 911–936. doi: 10.1111/ijcs.12682.
[11] Q. Zhang, J. Chen, and J. Lin, “Market targeting with social influences and risk aversion in a co-branding alliance,” Eur J Oper Res, vol. 297, no. 1, pp. 301–318, Feb. 2022, doi: 10.1016/j.ejor.2021.05.022.
[12] K. Charry and N. T. M. Demoulin, “Children’s response to co-branded products: The facilitating role of fit,” International Journal of Retail and Distribution Management, vol. 42, pp. 1032–1052, Dec. 2014, doi: 10.1108/IJRDM-08-2013-0166.
[13] S. Zuhdi, B. H. Rainanto, and D. Apriyani, “Analysis of Co-Branding Strategy to Improve Company’s Competitive Power (Case Study on Walls Selection Oreo),” 2020.
[14] A. T. Norman, “THE EFFECTS OF PRODUCT FIT AND BRAND FIT ON MEMORY RETENTION FOR BRAND ALLIANCES: WHEN LESS IS MORE,” International Journal of Management and Marketing Research, vol. 9, no. 1, pp. 13–28, 2016, [Online]. Available: www.theIBFR.com
[15] H. Chung and S. Kim, “Effects of brand trust, perceived fit and consumer innovativeness Effects of brand trust, perceived fit and consumer innovativeness on fashion brand extension evaluation on fashion brand extension evaluation,” 2014.
[16] C. Pinello, P. M. Picone, and A. Mocciaro Li Destri, “Co-branding research: where we are and where we could go from here,” European Journal of Marketing, vol. 56, no. 2. Emerald Group Holdings Ltd., pp. 584–621, Feb. 02, 2022. doi: 10.1108/EJM-02-2021-0073.
[17] Frontier, “Top Brand Index Kategori Mie Instant Dalam Kemasan Bag,” 2023. https://www.topbrand-award.com/top-brand-index/?tbi_year=2023&type=subcategory&tbi_find=MIE%20INSTANT%20DALAM%20KEMASAN%20BAG (accessed Aug. 03, 2023).
[18] J. F. Hair, W. C. Black, B. J. Babin, and R. E. Anderson, Multivariate Data Analysis, New International. London: Pearson Education Limited, 2014.
[19] K. Thompson and D. Strutton, “Revisiting perceptual fit in co-branding applications,” Journal of Product and Brand Management, vol. 21, no. 1, pp. 15–25, Feb. 2012, doi: 10.1108/10610421211203079.
[20] B. Lowe and F. Alpert, “Forecasting consumer perception of innovativeness,” Technovation, vol. 45–46, pp. 1–14, Nov. 2015, doi: 10.1016/j.technovation.2015.02.001.
[21] D. A. Aaker, Managing Brand Equity. New York: Free Press, 1991.
[22] S. Suzuki and S. Kanno, “The role of brand coolness in the masstige co-branding of luxury and mass brands,” J Bus Res, vol. 149, pp. 240–249, Oct. 2022, doi: 10.1016/j.jbusres.2022.04.061.
[23] R. Mugge and D. W. Dahl, “Seeking the ideal level of design newness: Consumer response to radical and incremental product design,” Journal of Product Innovation Management, vol. 30, no. SUPPL 1, pp. 34–47, 2013, doi: 10.1111/jpim.12062.
[24] D. Singhal, S. K. Jena, and S. Tripathy, “Factors influencing the purchase intention of consumers towards remanufactured products: a systematic review and meta-analysis,” Int J Prod Res, vol. 57, no. 23, pp. 7289–7299, Dec. 2019, doi: 10.1080/00207543.2019.1598590.
[25] L. M. Bouten, D. Snelders, and E. J. Hultink, “The impact of fit measures on the consumer evaluation of new co-branded products,” Journal of Product Innovation Management, vol. 28, no. 4, pp. 455–469, Jul. 2011, doi: 10.1111/j.1540-5885.2011.00819.x.
[26] M. Sääksjärvi and K. Hellén, “Idea selection using innovators and early adopters,” European Journal of Innovation Management, vol. 22, no. 4, pp. 585–599, Sep. 2019, doi: 10.1108/EJIM-05-2018-0094.
[27] S. A. Al-Jundi, A. Shuhaiber, and R. Augustine, “Effect of consumer innovativeness on new product purchase intentions through learning process and perceived value,” Cogent Business and Management, vol. 6, no. 1, Jan. 2019, doi: 10.1080/23311975.2019.1698849.
Downloads
Published
2024-05-27
Issue
Section
Articles
