AMELIA, RISMA (2025) PENGARUH CO-BRANDING, BUNDLING PRODUCT, DAN LOYALITAS PENGGEMAR DALAM KEPUTUSAN PEMBELIAN PRODUK KOLABORASI HOP HOP DENGAN GENSHIN IMPACT DI JABODETABEK. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
With the rapid development of the business world, business competition has become increasingly fierce. Companies are expected to develop quality products backed by creative innovation to compete with their rivals and win the hearts of consumers. This research is regarding purchasing decisions of Hop Hop Bubble Tea is based on the marketing strategy used by Hop Hop by collaborating with one of the biggest RPG Game from China, Genshin Impact. The purpose of this study is to recognize the influence of co-branding (X1), bundling product (X2) and fan loyalty (X3) on purchasing decisions (Y) among people living in Jabodetabek. The method used is a quantitative descriptive study. The sample for this research was consumers who bought the collaboration product, lived in Jabodetabek, and bought at least two packages of collaboration product. This research used purposive sampling technique and processed with SPSS to test research instrument testing, classical assumption testing, accurate model testing, and multiple linear regression analysis. The results show that: (1) Co-branding has a positive and significant impact on purchasing decisions. (2) Bundling product does not have a positive nor significant impact on purchasing decisions. (3) Fan loyalty has a positive and significant impact on purchasing decisions. (4) Co-branding, bundling product, and fan loyalty, simultaneously have a positive and significant impact on purchasing decisions.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Dengan pesatnya perkembangan dunia bisnis, persaingan bisnis pun menjadi semakin ketat. Perusahaan dituntut untuk mengembangkan produk yang berkualitas yang didukung dengan inovasi kreatif untuk bersaing dengan para rivalnya dan memenangkan hati konsumen. Penelitian ini mengenai keputusan pembelian Hop Hop Bubble Tea didasarkan pada strategi pemasaran yang digunakan oleh Hop Hop dengan berkolaborasi dengan salah satu Game RPG terbesar dari China, Genshin Impact. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh co-branding (X1), bundling product (X2) dan fan loyalty (X3) terhadap keputusan pembelian (Y) pada masyarakat yang berdomisili di Jabodetabek. Metode yang digunakan adalah studi deskriptif kuantitatif. Sampel dalam penelitian ini adalah konsumen yang membeli produk kolaborasi, berdomisili di Jabodetabek, dan membeli minimal dua paket produk kolaborasi. Penelitian ini menggunakan teknik purposive sampling diolah dengan SPSS untuk pengujian instrumen penelitian, pengujian asumsi klasik, pengujian ketepatan model, dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa: (1) Co-branding berpengaruh signifikan terhadap keputusan pembelian. (2) Bundling product tidak memiliki pengaruh signifikan terhadap keputusan pembelian. (3) Loyalitas penggemar memiliki pengaruh signifikan terhadap keputusan pembelian. (4) Co-branding, bundling product, dan loyalitas penggemar, secara simultan berpengaruh signifikan terhadap keputusan pembelian. | |||||||||
| Uncontrolled Keywords: | Bundling Product, Co-branding, Fan Loyalty, Purchase Decision | |||||||||
| Subjects: | S Agriculture > S Agriculture (General) | |||||||||
| Divisions: | 04-Fakultas Pertanian 04-Fakultas Pertanian > 54201-Program Studi Agribisnis |
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| Depositing User: | Mrs Risma Amelia | |||||||||
| Date Deposited: | 08 Sep 2025 03:50 | |||||||||
| Last Modified: | 08 Sep 2025 03:50 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53468 |
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