Analisis Pengaruh Co-Branding Uniqlo Dan One Piecefilm Red Terhadap Minat Beli Fans One Piece (Nakama)
DOI:
https://doi.org/10.31851/jmwe.v20i2.11652Keywords:
Co-Branding, Minat Beli, UniqloAbstract
ABSTRAK
Perusahaan harus membuat dan melaksanakan promosi yang menarik dalam lingkungan persaingan yang lebih ketat untuk memastikan bahwa target pasar mereka mendapatkan sinyal yang tepat waktu dan akurat dari iklan mereka. Tujuan dari penelitian ini adalah untuk mengetahui apakah kerjasama antara UNIQLO dan One Piece Film: Red mempengaruhi preferensi pembelian para penggemar One Piece atau yang dikenal dengan Nakama. Penelitian asosiatif dengan menggunakan pendekatan metodologi kuantitatif merupakan teknik pilihan. Dalam penelitian ini, 100 responden dijadikan sebagai sampel dan populasi. Teknik sampling jenuhmerupakan metode yang digunakan untuk pengambilan sampel dikarenkan jumlah populasi sebanyak 100 orang. Menurut temuan pengujian hipotesis, UNIQLO dan One Piece Film: RedCo-Branding berdampak pada minat beli penggemar One Piece (Nakama), dan Co-Branding secara bersamaan berdampak besar pada minat tersebut.
Kata Kunci: Kolaborasi, Minat Beli
ABSTRACT
The company should create and implement attractive promotions in a more competitive environment to ensure that their target market receives timely and accurate signals from their advertisements. The objective of this research is to determine whether the collaboration between UNIQLO and One Piece Film: Red influences the purchasing preferences of One Piece fans, also known as Nakama. An associative research approach using quantitative methodology is the preferred technique. In this study, 100 respondents were selected as the sample from the population. The saturated sampling technique was employed due to the population size of 100 individuals. According to the hypothesis testing findings, the UNIQLO and One Piece Film: Red co-branding has an impact on the purchase interest of One Piece fans (Nakama), and co-branding, collectively, has a significant effect on that interest
Keywords : Collaboration, Purchase Interest
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