THE INFLUENCE OF CO-BRANDING ON BRAND EQUITY (CASE STUDY: BNI DIGITAL BRANCH BANKING CAFÉ MANTOS 3)

Abstract

A high brand equity in a product or service will be increasingly difficult for competitors to match. Therefore, to compete in the market, the company or business that required to think creatively and implement new strategies to defeat the competitors. One form of marketing strategy that can give strong brand equity is a co-branding strategy. This study aims to analyze and gain a more comprehensive understanding of the influence of co-branding consist of reputation (X1), product fit (X2), trust (X3), attitude toward co-branding (X4), familiarity (X5) on brand equity (a case study of BNI Digital Branch Banking Café Mantos 3). The problems especially in the Covid-19 pandemic which requires several restrictions for business actors, this collaboration will automatically affect, especially to increase brand equity from the results of co-branding between BNI and Black Cup. The researcher conducted this research through quantitative methods. The Result of this study found that reputation, trust, familiarity has a significant positive effect on the brand equity of BNI Digital Branch Banking Café Mantos 3 while the product fit and attitude toward co-branding has a positive but not significant effect on the brand equity of BNI Digital Branch Banking Café Mantos 3 and the result of this study has also shown that the co-branding simultaneously has a positive and significant effect on brand equity of BNI Digital Branch Banking Café Mantos 3.

Keywords: co-branding, reputation, product fit, trust, attitude toward co-branding, familiarity, brand equity