The Effect Of Co-Branding On Purchase Intention For Cosmetic Products Through Perceived Value And Customer Attitude As Intervening Variables (A Study Of The Somethinc X Bittersweet By Najla Product Collaboration)
DOI:
https://doi.org/10.24256/kharaj.v8i3.12498Keywords:
Co-branding, Perceived Value, Customer Attitude, Purchase Intention, Somethinc, Bittersweet by NajlaAbstract
This study aims to analyse the effect of co-branding on purchase intention for the Somethinc × Bittersweet by Najla collaborative product, with perceived value and customer attitude as intervening variables. This study employs a quantitative approach using a survey method. The sample was selected using non-probability sampling with a purposive sampling technique, comprising 385 respondents aged 15–45 who were aware of the collaborative product, had never purchased it, and expressed an interest in purchasing it. Data were collected via a questionnaire using a Likert scale and analysed using Structural Equation Modelling–Partial Least Squares (SEM-PLS). The results indicate that co-branding has a positive and significant effect on purchase intention, perceived value, and customer attitude. Perceived value and customer attitude also have a positive and significant effect on purchase intention. Furthermore, co-branding was found to have a positive and significant indirect effect on purchase intention via perceived value and customer attitude. These findings suggest that brand compatibility, the strength of both brands’ images, quality, innovation, and the appeal of the collaborative product are capable of enhancing perceived value and fostering positive consumer attitudes, thereby driving purchase intention. The research findings have implications for companies to consider brand compatibility, quality, product benefits, emotional value, and promotional strategies when developing co-branding products to enhance consumers’ purchase intention.
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