Judul: The Influence of Co-branding and Personal Branding on Purchasing Decisions Through Brand Image and Product Innovation
Abstrak: Branding sebagai proses marketing berkesinambungan sangat penting untuk membuat merek menjadi terkenal sehingga memudahkan pemasaran, mendorong penjualan, memberikan posisi kuat pada bisnis dan menguntungkan perusahaan. Salah satu strategi pemasaran yang dapat dilakukan untuk mengurangi kegagalan branding adalah co-branding, yaitu penggabungan dua brand untuk menciptakan produk atau layanan baru sebagai bagian dari inovasi yang menunjukkan identitas masing-masing. Penggunaan brand ambassador dengan personal branding yang sesuai sebagai representasi produk adalah bagian strategi marketing kreatif dalam mengomunikasikan pesan produk sehingga konsumen tertarik untuk membeli. Perpaduan strategi co-branding dan personal branding saling berkaitan dengan brand image, inovasi produk dan keputusan pembelian. Tujuan penelitian ini adalah untuk menganalisis pengaruh co-branding dan personal branding terhadap brand image dan inovasi serta keputusan pembelian, pengaruh inovasi produk dan brand image terhadap keputusan pembelian serta pengaruh inovasi produk terhadap brand image. Penelitian di industri fashion muslimah ini diikuti 263 responden perempuan berumur 17 tahun keatas yang dipilih secara purposive sampling dengan kriteria pembeli produk co-branding XYZ dan ANS minimal satu kali selama masa kontrak kerjasama atau sesudahnya, follower media sosial brand XYZ dan influencer ANS maupun yang bukan, serta pernah membeli produk melalui marketplace maupun media lainnya. Sampel bersifat volunteer artinya sukarela bersedia sebagai responden. Data dikumpulkan menggunakan kuesioner secara online. Analisis data menggunakan SEM (Structural Equation Model) dengan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa variabel co-branding, personal branding, brand image dan inovasi produk masing-masing berpengaruh langsung dan signifikan terhadap keputusan pembelian. Selanjutnya variabel co-branding, personal branding dan inovasi produk masing-masing berpengaruh langsung dan signifikan terhadap brand image. Berikutnya variabel co-branding dan personal branding masing-masing berpengaruh langsung dan signifikan terhadap inovasi produk. Terbukti semua hipotesis (H1) terbukti dan bisa diterima. Implikasi manajerial antara lain melakukan strategi co-branding secara konsisten dengan mitra yang mempunyai personal branding yang sesuai. Mempertahankan brand image yang telah tertanam dalam benak konsumen dengan inovasi produk yang sesuai secara konsisten. Media penjualan melalui market place sudah tepat oleh sebab itu bisa terus dilakukan., Branding as a continuous marketing process is very important to make the brand famous. It facilitates marketing, encourages sales, gives a strong position to the business, and benefits the company. One marketing strategy to minimize branding failure is co-branding, combining two brands to create new products or services as part of innovation that shows their identities. Using brand ambassadors with appropriate personal branding as product representatives is part of a creative marketing strategy in communicating product messages so that consumers are interested in buying. Combining co-branding and personal branding strategies is allegedly related to brand image, product innovation, and purchasing decisions. This research aims to analyze the influence of co-branding and personal branding variables on brand image and innovation and purchasing decisions, the impact of product innovation and brand image on buying decisions, and the influence of product innovation on brand image. This research in the Muslim fashion industry was attended by 263 female respondents aged 17 years and over, using a purposive sampling method, namely determining the sample based on the purpose of writing according to criteria determined with specific considerations, who purchased XYZ and ANS co-branding products at least once during the contract
Keyword: brand image, personal branding, Keputusan pembelian, co-branding, inovasi produk

Judul: The Effect of Co-Branding Strategy on Brand Loyalty and Purchase Intention (Case Study Aerostreet Brand at Jabodetabek)
Abstrak: Alas kaki yang biasanya hanya sebagai pelindung kaki sekarang bertambah fungsi menjadi fashion item. Salah satu strategi yang banyak diterapkan untuk menciptakan produk baru dan memiliki keunikan adalah co-branding. Aerostreet telah melakukan co-branding dengan berbagai merek di sepanjang 2021 – 2022 dan selalu terjual habis kurang dari lima menit sejak perilisannya. Penelitian ini bertujuan untuk menganalisis pengaruh strategi co-branding terhadap brand loyalty dan purchase intention studi kasus brand Aerostreet di Jabodetabek. Metode analisis data yang digunakan adalah Structural Equation Modeling-Partial Least Square (PLS-SEM) dengan sumber data primer yang berasal dari kuesioner kepada minimal 130 orang responden Generasi Z (usia 11 – 26 tahun) kriteria yang sudah ditentukan (purposive sampling) serta sumber data sekunder didapatkan dari jurnal, buku, dan bahan pustaka lainnya yang relevan dengan penelitian. Hasil penelitian menunjukkan bahwa strategi co-branding berpengaruh signifikan dan positif terhadap purchase intention dan brand loyalty, serta brand loyalty berpengaruh signifikan dan positif terhadap purchase intention., Footwear that is usually only used as foot protectors now has an increased function as a fashion item. One strategy that implement to create new and unique products is co-branding. Aerostreet has co-branded with various brands throughout 2021 – 2022 and has always sold out in less than five minutes since its release. This study aims to analyzing the effect of the co-branding strategy on brand loyalty and purchase intention in a case study of the Aerostreet brand in Jabodetabek. The data analysis method used is Structural Equation Modeling-Partial Least Square (PLS-SEM) with primary data sources originating from questionnaires to at least 130 Generation Z (aged 11-26 years) respondents with predetermined criteria (purposive sampling) and secondary data sources obtained from journals, books, and other library materials relevant to research. The results of the study show that the co-branding strategy has a positive and significant effect on purchase intention and brand loyalty, and brand loyalty has a positive and significant effect on purchase intention.
Keyword: Brand Loyalty, Generasi Z, Purchase Intention, PLS-SEM, Strategi Co-Branding

Judul: Light Microscope Study of ConnectiveTissue in The Spleen of Common Rousette Bat (Rousettus amplexicaudatus)
Abstrak: The spleen is the largest lymphoid organ. As a secondary lymphoid organ, in addition to its immune function, the spleen also has functions as blood filtration, storage, and hematopoiesis. The spleen has different morphologies between species that support different physiological functions, one of which is the difference in the structure of the capsule and trabeculae. Capsule and trabeculae of the spleen generally consist of connective tissue and smooth muscle. The thickness of smooth muscle composed together with connective tissue in the capsule and trabecula determines the function of the spleen that is divided spleen into three storage, defense, and intermediate. Bats are the reservoir of various zoonotic diseases. Bats are thought to have unique immune systems compared to other mammals but the characteristics of its immune organs such as the spleen have never been studied before. This study was conducted to examine the characteristics of capsulae and trabecula of the Common Rousette (Rousettus amplexicaudatus).
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