Pengaruh Co-Branding dan Intellectual Property Terhadap Retention Intention Pada Brand Aerostreet Di Surakarta

Diandra Raisadewa, Soepatini Soepatini

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh co-branding dan intellectual property terhadap retention intention pada konsumen brand Aerostreet di Surakarta, dengan mempertimbangkan peran mediasi consumer experience satisfaction. Penelitian menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui kuesioner kepada 200 responden menggunakan teknik purposive sampling. Variabel yang diteliti meliputi brand image perception, brand innovation perception, social value perception, dan cost perception sebagai variabel independen, consumer experience satisfaction sebagai variabel mediasi, serta retention intention sebagai variabel dependen. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS. Hasil penelitian menunjukkan bahwa seluruh variabel independen berpengaruh positif dan signifikan terhadap consumer experience satisfaction dan retention intention. Selain itu, consumer experience satisfaction juga berpengaruh positif dan signifikan terhadap retention intention serta terbukti mampu memediasi hubungan antara variabel independen dengan retention intention. Temuan ini menegaskan bahwa kepuasan pengalaman konsumen menjadi faktor kunci dalam meningkatkan loyalitas dan niat pembelian ulang terhadap produk Aerostreet.

Keywords


Brand image, Brand innovation, Cost perception, Retention intention, Social value

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References


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DOI: https://doi.org/10.17509/ijdb.v5i4.98667

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