THE BLACK AND WHITE OF GOFOOD CO THE BLACK AND WHITE OF GOFOOD CO-BRANDING | Zendy

I Gusti Ngurah Bagus Dwira Palguna | Zendy

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THE BLACK AND WHITE OF GOFOOD CO THE BLACK AND WHITE OF GOFOOD CO-BRANDING

Author(s) -

I Gusti Ngurah Bagus Dwira Palguna

Publication year - 2020

Publication title -

jurnal entrepreneur dan entrepreneurship

Language(s) - English

Resource type - Journals

eISSN - 2580-9393

pISSN - 2302-1802

DOI - 10.37715/jee.v9i2.1451

Subject(s) - business , white (mutation) , value (mathematics) , advertising , marketing , corporate branding , triangulation , qualitative research , co creation , public relations , brand equity , sociology , political science , social science , biochemistry , chemistry , cartography , machine learning , computer science , gene , geography

This research aims to find out how the implementation of Gofood co-branding with its culinary partners, as well as to find out the pros and cons felt by partners since carrying out their cobranding with Gofood. This research is a qualitative research. The focus is on informants’ personal, not specific companies or agencies, understanding. The data collection technique used is in-depth interviews with source triangulation as a data validity technique. The results obtained show that Gofood’s co-branding with restaurant partners falls into the same type of co-branding but with different levels of co-branding and value creation. The pros felt by the partners lies in increasing sales, brand awareness and coverage of the sales areas while the thing that is a contra is pricing.

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