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

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 phenomen...

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Bibliographic Details
Main Author: Marsya Adelia Avianti Irawan, (Author)
Format: Book
Published: 2023-12-22.
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NonPeerReviewed
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Summary: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 Description:http://repository.upnvj.ac.id/27813/1/ABSTRAK.pdf
http://repository.upnvj.ac.id/27813/31/AWAL.pdf
http://repository.upnvj.ac.id/27813/3/BAB%201.pdf
http://repository.upnvj.ac.id/27813/4/BAB%202.pdf
http://repository.upnvj.ac.id/27813/5/BAB%203.pdf
http://repository.upnvj.ac.id/27813/35/BAB%204.pdf
http://repository.upnvj.ac.id/27813/7/BAB%205.pdf
http://repository.upnvj.ac.id/27813/8/DAFTAR%20PUSTAKA.pdf
http://repository.upnvj.ac.id/27813/9/RIWAYAT%20HIDUP.pdf
http://repository.upnvj.ac.id/27813/28/LAMPIRAN.pdf
http://repository.upnvj.ac.id/27813/33/HASIL%20PLAGIARISME.pdf
http://repository.upnvj.ac.id/27813/12/ARTIKEL%20KI.pdf

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