Co-branding of compass shoes on social networks

  • Abdul Basit Ilmu Komunikasi, Universitas Muhammadiyah Tangerang
  • Siti Munfarida Ilmu Komunikasi, Universitas Muhammadiyah Tangerang
  • Rully Rully Ilmu Komunikasi, Universitas Muhammadiyah Tangerang
  • Mateo Jose A. Vidal Loyola University Andalusia
Keywords: marketing communication, branding, co-branding concept, social networking

Abstract

Today's competition requires each product to develop a co-branding strategy in reaching the market, especially in the digital era where social networking is a space to build brand identities. So this research was conducted to find out how to co-brand Compass Shoes on social networks. To find out how much influence the co-branding variable has on social networks, seen from the dimensions of social networks by measuring social networks—using a quantitative-explanatory methodology, a data collection using a random questionnaire with a total of 398 respondents who meet the characteristics of the sample. The results of this study have a hypothesis where the exogenous variable, namely co-branding, has a significant effect on the endogenous variable, namely social networking. Creating co-branding, of course, must have a strong strategy in innovation and be able to understand consumer desires by providing collaboration space to build a shared identity.

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Published
2021-06-30
How to Cite
Basit, A., Munfarida, S., Rully, R., & Vidal, M. (2021). Co-branding of compass shoes on social networks. Jurnal Studi Komunikasi, 5(2), 302-318. https://doi.org/10.25139/jsk.v5i2.3759
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Articles