Pengaruh Hamidah Rachmayanti Sebagai Co-Branding Produk Lozy Hijab Terhadap Minat Beli Konsumen

Regita Ayu CahyanI; Susi  Yunarti

doi:10.37817/ikraith-humaniora.v9i2.4327

Regita Ayu CahyanI Universitas Persada Indonesia Y.A.I
Susi Yunarti Universitas Persada Indonesia Y.A.I

DOI: https://doi.org/10.37817/ikraith-humaniora.v9i2.4327

Keywords: Keyword : Co-Branding, Purchase Intention, Hamidah Rachmayanti, Lozy Hijab.

Abstract

The rapid development of the Muslim fashion industry in Indonesia requires business people to
continue to innovate in their business efforts by following trends. This study aims to determine
whether there is an influence and how much ifluence Hamidah Rachmayanti as a co-branding of Lozy
Hijab products on consumer buying interest. The theory used is co-branding and hierarchy effects.
This study uses an explanatory quantitative approach with a survey method using a questionnaire
distributed to 103 respondents who are followers of the @lozyhijab Instagram account. The results
show that co-branding has a significant impact on purchase intention with a contribution of 88,7%,
the strongest dimension of co-branding is positive consumer response, and the strongest dimension of
purchase intention is confidence. So this study can be concluded that Hamidah Rachmayanti as cobranding
has an effect on consumer buying interest in Lozy Hijab products.