@misc{eprints89053,
           month = {Juni},
           title = {PENGARUH STRATEGI KOLABORASI MEREK (COBRANDING) TERHADAP KEPUTUSAN PEMBELIAN PADA
PRODUK ON THE LIPS BLP X TUKU (STUDI KASUS PADA
PENGGUNA BLP BEAUTY DI BANDAR LAMPUNG)
},
          author = { - MELINIA },
         address = {UNIVERSITAS LAMPUNG},
       publisher = {FAKULTAS ILMU SOSIAL DAN ILMU POLITIK},
            year = {2025},
             url = {http://digilib.unila.ac.id/89053/},
        abstract = {Penelitian ini bertujuan untuk mengetahui pengaruh co-branding terhadap
keputusan pembelian produk On The Lips BLP X Tuku pada pengguna BLP
Beauty di Bandar Lampung. Co-branding dalam penelitian ini dianalisis
menggunakan 6 indikator yang terdiri dari Adequate brand awareness, Brand is
sufficiently strong, Favorable, Unique association, Positive consumer judgment,
dan Positive consumer feelings. Penelitian ini menggunakan pendekatan
kuantitatif dengan metode explanatory research. Teknik pengumpulan data
dilakukan melalui penyebaran kuesioner kepada 100 responden yang merupakan
pengguna BLP Beauty di Bandar Lampung. Analisis data dilakukan menggunakan
uji validitas, reliabilitas, analisis deskriptif, uji asumsi klasik, regresi linier
sederhana, uji t, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa
co-branding tidak berpengaruh secara signifikan terhadap keputusan pembelian
dengan nilai signifikansi 0,396 {\ensuremath{>}} 0,05 dan koefisien regresi sebesar -0,006.
Koefisien determinasi (R?) sebesar 0,007 menunjukkan bahwa 0,7\% keputusan
pembelian dipengaruhi oleh co-branding, sedangkan sisanya dipengaruhi oleh
faktor lain di luar penelitian ini. Dengan demikian, penggunaan co-branding yang
sesuai dengan karakteristik target pasar dapat menjadi strategi efektif dalam
meningkatkan keputusan pembelian konsumen, khususnya pada pengguna BLP
Beauty di Bandar Lampung.
Kata kunci: Kolaborasi Merek, Keputusan Pembelian, BLP Beauty, Toko
Kopi Tuku, Bandar Lampung

This study aims to determine the effect of co-branding on purchasing decisions for
On The Lips BLP X Tuku products on BLP Beauty users in Bandar Lampung. Cobranding in this study was analyzed using 6 indicators consisting of Adequate
brand awareness, Brand is sufficiently strong, Favorable, Unique association,
Positive consumer judgment, and Positive consumer feelings. This study uses a
quantitative approach with a explanatory research metodh. Data collection
techniques were carried out by distributing questionnaires to 100 respondents
who were BLP Beauty users in Bandar Lampung. Data analysis was carried out
using validity tests, reliability, descriptive analysis, classical assumption tests,
simple linear regression, t-tests, and coefficients of determination. The results
showed that co-branding did not significantly affect purchasing decisions with a
significance value of 0.396{\ensuremath{>}} 0.05 and a regression coefficient of -0.006. The
coefficient of determination (R?) of 0.007 indicates that 0.7\% of purchasing
decisions are influenced by co-branding, while the rest are influenced by other
factors outside this study. Thus, the use of co-branding that is in accordance with
the characteristics of the target market can be an effective strategy in increasing
consumer purchasing decisions, especially for BLP Beauty users in Bandar
Lampung.
Keywords: Co-Branding, Purchase Decision, BLP Beauty, Toko Kopi Tuku,
Bandar Lampung}
}