Co-branding of compass shoes on social networks

Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies)

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Field Value
 
Title Co-branding of compass shoes on social networks
 
Creator Basit, Abdul
Munfarida, Siti
Rully, Rully
Vidal, Mateo Jose A.
 
Description 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.
 
Publisher Faculty of Communications Science, Dr. Soetomo University
 
Date 2021-06-30
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ejournal.unitomo.ac.id/index.php/jsk/article/view/3759
10.25139/jsk.v5i2.3759
 
Source Jurnal Studi Komunikasi; Vol 5 No 2 (2021); 302-318
2549-7626
2549-7294
10.25139/jsk.v5i2
 
Language eng
 
Relation https://ejournal.unitomo.ac.id/index.php/jsk/article/view/3759/1938
 
Rights Copyright (c) 2021 Jurnal Studi Komunikasi
http://creativecommons.org/licenses/by-sa/4.0
 

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