Co-branding of compass shoes on social networks

Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies)

View Publication Info
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
Peer-reviewed Article
Format application/pdf
Source Jurnal Studi Komunikasi; Vol 5 No 2 (2021); 302-318
Language eng
Rights Copyright (c) 2021 Jurnal Studi Komunikasi

Contact Us

The PKP Index is an initiative of the Public Knowledge Project.

For PKP Publishing Services please use the PKP|PS contact form.

For support with PKP software we encourage users to consult our wiki for documentation and search our support forums.

For any other correspondence feel free to contact us using the PKP contact form.

Find Us


Copyright © 2015-2018 Simon Fraser University Library