@misc{eprints84507,
           month = {Juli},
           title = {PENGARUH CO-BRANDING TERHADAP EKUITAS MEREK
(Studi pada Produk Susu Ultra High Temperature (UHT) Cimory

Rasa Marie Biscuits)},
          author = {ROSALIA MARIA},
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS ILMU SOSIAL DAN ILMU POLITIK},
            year = {2024},
             url = {http://digilib.unila.ac.id/84507/},
        abstract = {Persaingan yang semakin tinggi dalam dunia bisnis membuat perusahaan harus
berupaya meningkatkan ekuitas merek agar dapat mempertahankan posisinya di
tengah persaingan. Strategi co-branding dapat dilakukan untuk meningkatkan
ekuitas merek. Produk susu UHT Cimory rasa Marie Biscuits yang merupakan
produk hasil co-branding Cimory dengan Regal Marie Biscuits menjadi fokus
penelitian ini. Adapun tujuan penelitian adalah untuk mengetahui besarnya
pengaruh co-branding terhadap ekuitas merek Cimory. Jenis penelitian adalah
explanatory dengan pendekatan kuantitatif. Populasi terdiri dari konsumen susu
UHT Cimory rasa Marie Biscuits di Bandar Lampung. Teknik sampling yang
digunakan yaitu purposive sampling dan incidental sampling dengan sampel
sebanyak 100 responden yang diambil menggunakan kuesioner. Hasil penelitian
menunjukkan adanya pengaruh co-branding terhadap ekuitas merek secara
signifikan sebesar 50,3\% dan sisanya dipengaruhi oleh variabel lain yang tidak
diteliti dalam penelitian ini.

Kata kunci: Co-branding, Ekuitas Merek, Cimory, Regal Marie Biscuits

Increasing competition in business means companies must strive to increase

brand equity in order to maintain their position amidst competition. A co-
branding strategy can be carried out to increase brand equity. This study was

conducted on Cimory UHT milk Marie Biscuits flavor, which is a product of
Cimory's co-branding with Regal Marie Biscuits. This study aims to determine the
influence of co-branding on Cimory?s brand equity. The method in this study is
the expalanatory type with a quantitative approach. The population of this study
is the consumers of Cimory UHT milk Marie Biscuits flavor in Bandar Lampung.
The sampling techniques used are purposive sampling and incidental sampling
with a sample of 100 respondents taken using questionnaire. The findings
revealed that there is a significant influence of co-branding on brand equity of
50.3\% and the rest is influenced by other variables not examined in this research.

Keywords: Co-Branding, Brand Equity, Cimory, Regal Marie Biscuits}
}