Open AccessCo-branding of compass shoes on social networks
Author(s) -
Abdul Basit,
Siti Munfarida,
Rully Rully,
Mateo Jose A. Vidal
Publication year - 2021
Language(s) - English
DOI - 10.25139/jsk.v5i2.3759
Subject(s) - sample (material) , competition (biology) , marketing , variable (mathematics) , business , compass , product (mathematics) , space (punctuation) , social identity theory , advertising , sociology , social group , computer science , geography , mathematics , social science , chemistry , geometry , biology , operating system , ecology , mathematical analysis , cartography , chromatography
Today's competition requires each product to develop a co-branding strategy in reaching the market, especially in the digital era where social networking is a space to build brand identities. So this research was conducted to find out how to co-brand Compass Shoes on social networks. To find out how much influence the co-branding variable has on social networks, seen from the dimensions of social networks by measuring social networks—using a quantitative-explanatory methodology, a data collection using a random questionnaire with a total of 398 respondents who meet the characteristics of the sample. The results of this study have a hypothesis where the exogenous variable, namely co-branding, has a significant effect on the endogenous variable, namely social networking. Creating co-branding, of course, must have a strong strategy in innovation and be able to understand consumer desires by providing collaboration space to build a shared identity.