?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+STRATEGI+KOLABORASI+MEREK+(COBRANDING)+TERHADAP+KEPUTUSAN+PEMBELIAN+PADA%0D%0APRODUK+ON+THE+LIPS+BLP+X+TUKU+(STUDI+KASUS+PADA%0D%0APENGGUNA+BLP+BEAUTY+DI+BANDAR+LAMPUNG)%0D%0A&rft.creator=MELINIA+%2C++-&rft.subject=300+Ilmu+sosial&rft.description=Penelitian+ini+bertujuan+untuk+mengetahui+pengaruh+co-branding+terhadap%0D%0Akeputusan+pembelian+produk+On+The+Lips+BLP+X+Tuku+pada+pengguna+BLP%0D%0ABeauty+di+Bandar+Lampung.+Co-branding+dalam+penelitian+ini+dianalisis%0D%0Amenggunakan+6+indikator+yang+terdiri+dari+Adequate+brand+awareness%2C+Brand+is%0D%0Asufficiently+strong%2C+Favorable%2C+Unique+association%2C+Positive+consumer+judgment%2C%0D%0Adan+Positive+consumer+feelings.+Penelitian+ini+menggunakan+pendekatan%0D%0Akuantitatif+dengan+metode+explanatory+research.+Teknik+pengumpulan+data%0D%0Adilakukan+melalui+penyebaran+kuesioner+kepada+100+responden+yang+merupakan%0D%0Apengguna+BLP+Beauty+di+Bandar+Lampung.+Analisis+data+dilakukan+menggunakan%0D%0Auji+validitas%2C+reliabilitas%2C+analisis+deskriptif%2C+uji+asumsi+klasik%2C+regresi+linier%0D%0Asederhana%2C+uji+t%2C+dan+koefisien+determinasi.+Hasil+penelitian+menunjukkan+bahwa%0D%0Aco-branding+tidak+berpengaruh+secara+signifikan+terhadap+keputusan+pembelian%0D%0Adengan+nilai+signifikansi+0%2C396+%3E+0%2C05+dan+koefisien+regresi+sebesar+-0%2C006.%0D%0AKoefisien+determinasi+(R%C2%B2)+sebesar+0%2C007+menunjukkan+bahwa+0%2C7%25+keputusan%0D%0Apembelian+dipengaruhi+oleh+co-branding%2C+sedangkan+sisanya+dipengaruhi+oleh%0D%0Afaktor+lain+di+luar+penelitian+ini.+Dengan+demikian%2C+penggunaan+co-branding+yang%0D%0Asesuai+dengan+karakteristik+target+pasar+dapat+menjadi+strategi+efektif+dalam%0D%0Ameningkatkan+keputusan+pembelian+konsumen%2C+khususnya+pada+pengguna+BLP%0D%0ABeauty+di+Bandar+Lampung.%0D%0AKata+kunci%3A+Kolaborasi+Merek%2C+Keputusan+Pembelian%2C+BLP+Beauty%2C+Toko%0D%0AKopi+Tuku%2C+Bandar+Lampung%0D%0A%0D%0AThis+study+aims+to+determine+the+effect+of+co-branding+on+purchasing+decisions+for%0D%0AOn+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%0D%0Abrand+awareness%2C+Brand+is+sufficiently+strong%2C+Favorable%2C+Unique+association%2C%0D%0APositive+consumer+judgment%2C+and+Positive+consumer+feelings.+This+study+uses+a%0D%0Aquantitative+approach+with+a+explanatory+research+metodh.+Data+collection%0D%0Atechniques+were+carried+out+by+distributing+questionnaires+to+100+respondents%0D%0Awho+were+BLP+Beauty+users+in+Bandar+Lampung.+Data+analysis+was+carried+out%0D%0Ausing+validity+tests%2C+reliability%2C+descriptive+analysis%2C+classical+assumption+tests%2C%0D%0Asimple+linear+regression%2C+t-tests%2C+and+coefficients+of+determination.+The+results%0D%0Ashowed+that+co-branding+did+not+significantly+affect+purchasing+decisions+with+a%0D%0Asignificance+value+of+0.396%3E+0.05+and+a+regression+coefficient+of+-0.006.+The%0D%0Acoefficient+of+determination+(R%C2%B2)+of+0.007+indicates+that+0.7%25+of+purchasing%0D%0Adecisions+are+influenced+by+co-branding%2C+while+the+rest+are+influenced+by+other%0D%0Afactors+outside+this+study.+Thus%2C+the+use+of+co-branding+that+is+in+accordance+with%0D%0Athe+characteristics+of+the+target+market+can+be+an+effective+strategy+in+increasing%0D%0Aconsumer+purchasing+decisions%2C+especially+for+BLP+Beauty+users+in+Bandar%0D%0ALampung.%0D%0AKeywords%3A+Co-Branding%2C+Purchase+Decision%2C+BLP+Beauty%2C+Toko+Kopi+Tuku%2C%0D%0ABandar+Lampung&rft.publisher=FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK&rft.date=2025-06-16&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89053%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89053%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F89053%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++MELINIA+%2C+-++(2025)+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).++FAKULTAS+ILMU+SOSIAL+DAN+ILMU+POLITIK%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F89053%2F