STRATEGIES TO ENHANCE CUSTOMER PURCHASE DECISIONS: THE MEDIATING ROLE OF PURCHASE INTENTION
DOI:
https://doi.org/10.32493/ebic.v2i1.50940Keywords:
Co-Branding, OCR, Purchase DecisionAbstract
The beverage industry in Indonesia has experienced significant growth. Haus! is a local brand operating in the F&B industry in Indonesia, particularly in the contemporary beverage sector, and has been established since 2018. To increase sales, Haus! has implemented an innovative marketing strategy through branding collaborations with brands such as Drink Beng-Beng, Kitkat, and HotOppa. Online Customer Reviews (OCR), created by consumers after purchasing and experiencing Haus! products via social media, can attract consumer purchase intention and significantly influence the purchase decision of a consumer. This study aims to analyze the impact of Co-Branding and Online Customer Reviews on Purchase Decision, with Purchase Intention as an intervening variable among Haus! consumers. The research uses a quantitative method with a population of consumers who have purchased Haus! products and reside in Surakarta, with a minimum age of 15 years, and a sample size of 150 respondents. The sampling technique used is non-probability sampling, specifically purposive sampling. The data analysis technique used is SEM PLS 3.0. The results of this study show that Co-Branding and Online Customer Reviews have a positive and significant impact on Purchase Decision, with Purchase Intention as a mediating variable.
References
Adibin, Rahmat, A. (2021). Urgensi Komunikasi Model Stimulus Organism Response (S-O-R) Dalam Meningkatkan Kualitas Pembelajaran. Jurnal Pendidikan Agama Islam, 6(2), 77–90.
Agesti, N., Mohammad, Ridwan, S., & Budiarti, E. (2021). The Effect of Viral Marketing, Online Customer Review, Price Perception, Trust on Purchase Decisions with Lifestyle as Intervening Variables in the Marketplace Shopee in Surabaya City. International Journal of Multicultural and Multireligious Understanding, 8(2), 496–507. http://ijmmu.comhttp//dx.doi.org/10.18415/ijmmu.v8i3.2526
Anggraini, W., Permatasari, B., & Devita Putri, A. (2023). Pengaruh Online Customer Review, Online Customer Rating, dan Kepercayaan Konsumen Terhadap Keputusan Pembelian di Tiktok Shop pada Masyarakat Kota Bandar Lampung. Jurnal TECHNOBIZ, 6(2), 86–96.
Ashrori, T. I., & Santosa, S. B. (2023). Analisis Pengaruh Strategi Co-Branding, Harga Produk, Dan Media Sosial Sebagai Media Promosi Terhadap Keputusan Pembelian Produk Sepatu Lokal Aerostreet dengan Minat beli Sebagai Variabel Intervening. Diponegoro Journal Of Management, 12(1), 1–13.
Auliya, Z. F., Rifqi, M., Umam, K., & Prastiwi, S. K. (2017). Online Customer Review (OTRs) dan Rating Kekuatan baru pada Pemasaran Online di Indonesia. Ebbank, 8(1), 89–98.
Cincin Rohmatulloh, D. S. (2022). Pengaruh Online Customer Review Terhadap Minat Beli Dengan Kepercayaan Sebagai Variabel Intervening Pada Shopee. Universitas Telkom, Bandung.
Ghozali, Imam dan Hengky, L. (2015). Partial Least Square Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 untuk Penelitian Empiris. BP Universitas Diponegoro.
Kartika, L. N. (2023). Analysis Of Influencer , Customer Online Review , And Trust On Intention To Purchase On Social Media In Special Region Of Yogyakarta. Internasional Journal of Innovative Research and Advanced Studies (IJIRAS), 10(7),
Latief, F., & Ayustira, N. (2020). Pengaruh Online Costumer Review dan Customer Rating terhadap Keputusan Pembelian Produk Kosmetik di Sociolla. Jurnal Mirai Managemnt, 6(1), 139–154.
Lestari, W., Lukitaningsih, A., & Hutami, L. T. H. (2022). Pengaruh Online Customer Review, Online Customer Rating, dan Price Consciousness terhadap Keputusan Pembelian. Al-Kharaj : Jurnal Ekonomi, Keuangan & Bisnis Syariah, 5(6), 2358–2368. https://doi.org/10.47467/alkharaj.v5i6.2306
Nur, F., & Oktaliana, E. (2024). Pengaruh Kualitas Produk Dan Online Customer Review Terhadap Keputusan Pembelian Produk Minuman Es Teh Indonesia Di Yogyakarta The Influence Of Product Quality And Online Customer Reviews On The Decision To Purchase Indonesian Ice Tea Drink Products In Yo. Jurnal EBBANK, 14(1), 103–110.
Pangestika, C. G. (2023). Anteseden Pengaruh Purchase Intention Terhadap Purchase Decision Pada Generasi Milenial Pelanggan Sogo Di Kalimantan Timur. Jurnal Akuntansi Dan Pajak, 24(1), 1–9.
Paydas Turan, C. (2021). Success drivers of co-branding: A meta-analysis. International Journal of Consumer Studies, 45(4), 911–936. https://doi.org/10.1111/ijcs.12682
Pratiwi, N. I., & Marlien, R. A. (2022). Pengaruh Citra Merek, Kualitas Produk dan Persepsi Harga terhadap Co Branding Berdampak pada Niat Beli Pelanggan (Studi pada Konsumen Cornetto Silverqueen di Kabupaten Grobogan). YUME : Journal of Management, 5(1), 51–66. https://doi.org/10.37531/yume.vxix.433
Ramadhan, B., & Lailla, N. (2024). Pengaruh Content Marketing, Live Steraming Dan Co-Branding Terhadap Keputusan Pembelian Pada E-Commerce Shopee (Studi Pada Produk Fashion Erigo). Indonesian Journal of Economics, 1(2), 99–114.
Ramadhana, R., & Nicky, M. F. (2022). Pengaruh Online Customer Review Terhadap Keputusan Pembelian Pada Marketplace Shopee: Influence Of Online Customer Review On Purchase Decisions On The Marketplace. Prospek, 1(1), 157–166. https://ojs.mahadewa.ac.id/index.php/prospek/article/view/1741
Rani, V. Z., Ainur Rofiq, & Juwita, H. A. J. (2023). The influence of intensity of TikTok use, utilitarian value, and hedonic value on impulsive buying mediated by urge to buy impulsively. International Journal of Research in Business and Social Science (2147- 4478), 12(5), 86–97. https://doi.org/10.20525/ijrbs.v12i5.2690
Rasib, A. H. A., Musazzali, M., Abdullah, R., Boejang, H., Hanizam, H., & Rafaai, Z. F. M. (2023). Process Capability Study for Improvement of Product Reliability At Food and Beverage Industry. Journal of Engineering Science and Technology, 18(1), 357–375.
Setiawan, K. A. S. dan P. Y. (2020). The Role of Purchase Intention in Mediating The Effect of Perceived Price and Perceived Quality on Purchase Decision Article. International Research Journal of Management, IT & Social Sciences, 7(3), 38–49. https://doi.org/10.24018/ejbmr.2020.5.6.589
Tamira, G., & Maulina, E. (2023). Pengaruh Strategi Kolaborasi Merek (Co-Branding) Terhadap Niat Pembelian Pada Produk Multipurposes Tinted Sunscreen. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen TERAKREDITASI SINTA, 4(3), 741–755. http://jim.unsyiah.ac.id/ekm
Wajdi, F., Seplyana, D., Juliastuti, Rumahlewang, E., Fatchiatuzahro, Halisa, N. N., Rusmalinda, S., Kristiana, R., Niam, M. F., Purwanti, E. W., Melinasari, S., & Kusumaningrum, R. (2024). Metode Penelitian Kuantitatif. In Jurnal Ilmu Pendidikan (Vol. 7, Issue 2).
Wiyono, N., Trimo, L., Studi, P., Fakultas, A., & Universitas, P. (2024). Mimbar Agribisnis : Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis Pengaruh Co-Branding terhadap Minat Beli Followers Instagram Kedai Kopi FC The Effect of Co-Branding on Coffee Shop FC ’ s Instagram Followers ’ Purchase Intention Nasywa Khairun. 10(2015), 2808–2817.
Yogi Noviana, K., Shinta Dewi, R., & Endang Prihatini, A. (2023). The Influence of Social Media Promotions and Online Customer Reviews on Purchasing Decisions on the Shopee Marketplace through Purchase Intention as a Mediating Variable (Study on Active Students of Diponegoro University). International Journal of Multidisciplinary Research and Publications (IJMRAP), 5(11), 68–75.
Zuhdi, S., Rainanto, B. H., & Apriyani, D. (2020). Analysis of Co-Branding Strategy to Improve Company’s Competitive Power (Case Study on Walls Selection Oreo). 143(Isbest 2019), 146–149. https://doi.org/10.2991/aebmr.k.200522.030
