The influence of co-branding strategies on repurchase intention: Empirical evidence on cosmetics and herbal medicine collaboration product in Indonesia
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Author(s)Robertus BasiyaLink to ORCID Index: https://orcid.org/0000-0001-7733-1586
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Marlien MarlienLink to ORCID Index: https://orcid.org/0000-0003-1349-7573
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Kasmari KasmariLink to ORCID Index: https://orcid.org/0000-0001-8354-2830
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Bambang SutejoLink to ORCID Index: https://orcid.org/0009-0005-0921-2637
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Bambang SudiyatnoLink to ORCID Index: https://orcid.org/0000-0002-6428-3615
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DOIhttp://dx.doi.org/10.21511/im.20(2).2024.08
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Article InfoVolume 20 2024, Issue #2, pp. 89-99
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- 413 Views
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147 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
During collaboration strategies, companies combine two or more products with different characteristics. This strategy is interesting to research because it is an out-of-the-box strategy. In general, brand partnerships usually occur between companies with similar values, missions, and consumer target markets. This study aims to examine the effect of co-branding and promotions on customer-based brand equity and repurchase intentions with customer-based brand equity as a mediator. This paper used a quantitative approach. Data collection was carried out through online surveys distributed among 115 buyers of a collaborative product of Upmost Beauté cosmetic item and Tolak Angin herbal medicinal item in the city of Semarang, Central Java Province, Indonesia. Data analysis used regression tests and Sobel tests with SPSS 24.0 software. The research results found empirical evidence that co-branding and promotions increase customer-based brand equity, and customer-based brand equity increases repurchase intentions. These results also reveal the mediating role of customer-based brand equity in contributing to increased repurchase intentions. Co-branding and promotional strategies increase repurchase intentions through customer-based brand equity. Companies should focus on co-branding strategies, promotions, and customer-based brand equity to attract more consumers to repurchase Upmost Beauté and Tolak Angin collaboration product.
- Keywords
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JEL Classification (Paper profile tab)M30, M31, M37
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References46
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Tables13
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Figures1
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- Figure 1. Conceptual model
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- Table 1. Profile of respondents
- Table 2. Co-branding indicators
- Table 3. Promotion indicators
- Table 4. Customer-based brand equity indicators
- Table 5. Repurchase intention indicators
- Table 6. Validity test
- Table 7. Reliability test
- Table 8. Determination test of models 1 and 2
- Table 9. F-test for models 1 and 2
- Table 10. Regression analysis for model 1
- Table 11. Regression analysis for model 2
- Table 12. Indirect effect and significance using normal distribution of path A
- Table 13. Indirect effect and significance using normal distribution of path B
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The resource-based view: a tool of key competency for competitive advantage
Akwesi Assensoh-Kodua
doi: http://dx.doi.org/10.21511/ppm.17(3).2019.12
Problems and Perspectives in Management Volume 17, 2019 Issue #3 pp. 143-152 Views: 4822 Downloads: 1108 TO CITE АНОТАЦІЯThe increasing turmoil in the external organizational setting or business environment has focused attention on capabilities and resources as the primary source of competitive advantage. Obviously, this statement points to the application of the resource-based view (RBV) of organizational management. Nevertheless, what constitutes RBV remains an illusion in many quarters of organizational management, as scholars have managed to put up their personal ideas, and managed to converge on phenomenon-driven theories, in addition to RBV. This paper reviews the concepts of RBV in light of knowledge management to highlight some critical pitfalls that might have eluded the research community on the subject matter of RBV. To this end, this paper’s educational value lies in the fact that it simplifies the concept of RBV to the new researcher in a fashion that is capable of appealing to his or her level. A cross-sectional qualitative research approach was employed in an effort aimed at understanding the role of RBV in creating a sustainable competitive advantage and key competencies. A total of 20 relevant articles were searched from different databases and search engines, including Scopus, EBSCO, ABI Inform, IEEE, PubMed, Science Direct, SABINET, IEEE, Bing, Science Direct, and Google Scholar. The findings indicate that RBV plays an important role and assists organizations not only create, nurture, and maintain competitive advantage, but also understand the collective resources needed to compete favorably in a globalized and highly competitive market. With expert knowledge workers at its core to provide support for knowledge creation, sharing, and utilization, the RBV principles discussed in this paper promise to guarantee a methodological step geared towards the achievement of competitive advantage. It, therefore, makes an incremental contribution to the RBV to attain modest improvement in organizational settings.
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Perceived health risk, online retail ethics, and consumer behavior within online shopping during the COVID-19 pandemic
Yuniarti Fihartini ,
Arief Helmi ,
Meydia Hassan ,
Yevis Marty Oesman
doi: http://dx.doi.org/10.21511/im.17(3).2021.02
Innovative Marketing Volume 17, 2021 Issue #3 pp. 17-29 Views: 4519 Downloads: 1730 TO CITE АНОТАЦІЯThe risk of virus contracting during the COVID-19 pandemic has changed consumer preference for online shopping to meet their daily needs than shopping in brick-and-mortar stores. Online shopping presents a different environment, atmosphere, and experience. The possibility of ethical violations is higher during online than face-to-face transactions. Therefore, this study was conducted to investigate the influence of perceived health risk and customer perception of online retail ethics on consumer online shopping behavior during the COVID-19 pandemic, involving seven variables, namely perceived health risk, security, privacy, non-deception, reliability fulfillment, service recovery, and online shopping behavior. The data were collected through an online survey by employing the purposive sampling technique to a consumer who has shopped online during the COVID-19 pandemic in Indonesia. 315 valid responses were obtained and analyzed through quantitative method using SEM-Amos. The results showed that perceived health risk and four variables of online retail ethics including security, privacy, reliability fulfillment, and service recovery affected online shopping behavior. Meanwhile, non-deception was found to have an insignificant effect. The coefficient value proved perceived health risk to be more dominant in influencing online shopping behavior than the variables of online retail ethics. Thus, consumers pay more concern for their health during online shopping. However, positive consumer perceptions of the behavior of online retail websites in providing services also can encourage consumers to shop online during this pandemic.
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Human resource management in promoting innovation and organizational performance
I Gede Riana ,
Gede Suparna ,
I Gusti Made Suwandana ,
Sebastian Kot 
,
Ismi Rajiani
doi: http://dx.doi.org/10.21511/ppm.18(1).2020.10
Problems and Perspectives in Management Volume 18, 2020 Issue #1 pp. 107-118 Views: 3558 Downloads: 851 TO CITE АНОТАЦІЯHuman resource management (HRM) is one of the elements enabling an organization to remain competitive in turbulence conditions. The effective practice of HRM makes competent and innovative employees contributing to the achievement of organizational objectives. This study aims to analyze HRM practices in creating innovation and organizational performance. The questionnaire was used to measure the respondents’ perceptions of variables used by a Likert scale. A survey of 126 manager samples and middle managers at export-oriented short and medium enterprises (SMEs) in Bali, Indonesia, was conducted to test the model. The analysis has shown that the proposed model was proven to be compliant with the research hypotheses. HRM significantly affects organizational performance and innovation, and it was found out that innovation can improve organizational performance. However, in the process of simultaneous testing, it was found out that innovation cannot improve organizational performance. The lack of attention to investments in human resources became one of the barriers to SMEs in creating innovation.
