?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+CO-BRANDING+TERHADAP+EKUITAS+MEREK%0D%0A(Studi+pada+Produk+Susu+Ultra+High+Temperature+(UHT)+Cimory%0D%0A%0D%0ARasa+Marie+Biscuits)&rft.creator=MARIA%2C+ROSALIA&rft.subject=300+Ilmu+sosial&rft.subject=350+Administrasi+publik+dan+ilmu+militer&rft.description=Persaingan+yang+semakin+tinggi+dalam+dunia+bisnis+membuat+perusahaan+harus%0D%0Aberupaya+meningkatkan+ekuitas+merek+agar+dapat+mempertahankan+posisinya+di%0D%0Atengah+persaingan.+Strategi+co-branding+dapat+dilakukan+untuk+meningkatkan%0D%0Aekuitas+merek.+Produk+susu+UHT+Cimory+rasa+Marie+Biscuits+yang+merupakan%0D%0Aproduk+hasil+co-branding+Cimory+dengan+Regal+Marie+Biscuits+menjadi+fokus%0D%0Apenelitian+ini.+Adapun+tujuan+penelitian+adalah+untuk+mengetahui+besarnya%0D%0Apengaruh+co-branding+terhadap+ekuitas+merek+Cimory.+Jenis+penelitian+adalah%0D%0Aexplanatory+dengan+pendekatan+kuantitatif.+Populasi+terdiri+dari+konsumen+susu%0D%0AUHT+Cimory+rasa+Marie+Biscuits+di+Bandar+Lampung.+Teknik+sampling+yang%0D%0Adigunakan+yaitu+purposive+sampling+dan+incidental+sampling+dengan+sampel%0D%0Asebanyak+100+responden+yang+diambil+menggunakan+kuesioner.+Hasil+penelitian%0D%0Amenunjukkan+adanya+pengaruh+co-branding+terhadap+ekuitas+merek+secara%0D%0Asignifikan+sebesar+50%2C3%25+dan+sisanya+dipengaruhi+oleh+variabel+lain+yang+tidak%0D%0Aditeliti+dalam+penelitian+ini.%0D%0A%0D%0AKata+kunci%3A+Co-branding%2C+Ekuitas+Merek%2C+Cimory%2C+Regal+Marie+Biscuits%0D%0A%0D%0AIncreasing+competition+in+business+means+companies+must+strive+to+increase%0D%0A%0D%0Abrand+equity+in+order+to+maintain+their+position+amidst+competition.+A+co-%0D%0Abranding+strategy+can+be+carried+out+to+increase+brand+equity.+This+study+was%0D%0A%0D%0Aconducted+on+Cimory+UHT+milk+Marie+Biscuits+flavor%2C+which+is+a+product+of%0D%0ACimory's+co-branding+with+Regal+Marie+Biscuits.+This+study+aims+to+determine+the%0D%0Ainfluence+of+co-branding+on+Cimory%E2%80%99s+brand+equity.+The+method+in+this+study+is%0D%0Athe+expalanatory+type+with+a+quantitative+approach.+The+population+of+this+study%0D%0Ais+the+consumers+of+Cimory+UHT+milk+Marie+Biscuits+flavor+in+Bandar+Lampung.%0D%0AThe+sampling+techniques+used+are+purposive+sampling+and+incidental+sampling%0D%0Awith+a+sample+of+100+respondents+taken+using+questionnaire.+The+findings%0D%0Arevealed+that+there+is+a+significant+influence+of+co-branding+on+brand+equity+of%0D%0A50.3%25+and+the+rest+is+influenced+by+other+variables+not+examined+in+this+research.%0D%0A%0D%0AKeywords%3A+Co-Branding%2C+Brand+Equity%2C+Cimory%2C+Regal+Marie+Biscuits&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2024-07-15&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84507%2F1%2FABSTRAK_Maria%2520Rosalia_2016051041%2520-%2520Maria%2520Rosalia.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84507%2F2%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN_Maria%2520Rosalia_2016051041%2520-%2520Maria%2520Rosalia.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F84507%2F2%2FSKRIPSI%2520FULL_Maria%2520Rosalia_2016051041%2520-%2520Maria%2520Rosalia.pdf&rft.identifier=++MARIA%2C+ROSALIA++(2024)+PENGARUH+CO-BRANDING+TERHADAP+EKUITAS+MEREK+(Studi+pada+Produk+Susu+Ultra+High+Temperature+(UHT)+Cimory+Rasa+Marie+Biscuits).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F84507%2F