PENGARUH CO-BRANDING, PERCEIVED VALUE, DAN USER-GENERATED CONTENT TERHADAP PURCHASE INTENTION PRODUK KOLABORASI MCDONALD’S X NEW JEANS

Marsya Adelia Avianti Irawan, . (2023) PENGARUH CO-BRANDING, PERCEIVED VALUE, DAN USER-GENERATED CONTENT TERHADAP PURCHASE INTENTION PRODUK KOLABORASI MCDONALD’S X NEW JEANS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The high competition among fast food restaurants in Indonesia requires companies to implement effective marketing strategies. Currently, there is a strategy that is often used by companies, namely co-branding, such as co-branding between McDonald's and New Jeans. The occurrence of this phenomenon along with perceived value and user-generated content that affects purchase intention for products resulting from the McDonald's x New Jeans collaboration results in the formulation of problems related to whether co-branding, perceived value, and user-generated content can affect purchase intention. This study was conducted with the aim of proving whether co-branding, perceived value, and user-generated content can influence purchase intention. The population in this study were McDonald's consumers who knew the McDonald's x New Jeans product in DKI Jakarta with a sample of 100 respondents using non-probability sampling and purposive sampling. This research uses quantitative methods with Smart PLS 4.0. The results of this study indicate that the variables of co-branding, perceived value, and user-generated content have a positive and significant influence on the purchase intention of McDonald's x New Jeans collaboration products.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111165] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Alfatih Sikki Manggabarani] [Penguji 2: Lina Aryani]
Uncontrolled Keywords: co-branding, perceived value, user-generated content, and purchase intention
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Marsya Adelia Avianti Irawan
Date Deposited: 22 Feb 2024 02:07
Last Modified: 22 Feb 2024 02:07
URI: http://repository.upnvj.ac.id/id/eprint/27813

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