Pengaruh Afeksi, Kognisi, Dan Strategi Pemasaran Terhadap Keputusan Pembelian Konsumen
Studi Kasus Pada “Co-Branding Redbull Dan Gopro”
Kata Kunci:
Co-branding, Affectiom, Cognition, Marketing Strategy, Consumer BehaviorAbstrak
Penelitian ini menyelidiki pengaruh afeksi, kognisi, dan strategi pemasaran terhadap keputusan pembelian konsumen dalam konteks co-branding, khususnya antara RedBull dan GoPro. Menggunakan pendekatan kuantitatif dengan sampel 200 responden, data dikumpulkan melalui kuesioner online dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa ketiga variabel tersebut secara signifikan mempengaruhi keputusan pembelian, dengan affect sebagai faktor yang paling dominan. Temuan ini menunjukkan bahwa keterlibatan emosional, evaluasi rasional, dan promosi strategis secara kolaboratif membentuk respon konsumen terhadap produk co-branded. Penelitian ini berkontribusi pada literatur pemasaran dengan memvalidasi peran terintegrasi dari proses afektif dan kognitif dalam strategi co-branding dan menawarkan wawasan praktis bagi para manajer merek yang ingin memanfaatkan isyarat emosional dan informasi untuk meningkatkan dampak pasar.
Kata kunci: Co-branding, Afeksi, Kognisi, Strategi Pemasaran, Perilaku Konsumen.
Abstract
This study investigates the effect of affection, cognition, and marketing strategy on consumer purchase decisions in the context of co-branding, specifically between RedBull and GoPro. Using a quantitative approach with a sample of 200 respondents, data were collected through an online questionnaire and analyzed using multiple linear regression. The results indicate that all three variables significantly influence purchase decisions, with affect being the most dominant factor. These findings suggest that emotional engagement, rational evaluation, and strategic promotion collaboratively shape consumer responses to co-branded products. This research contributes to marketing literature by validating the integrated role of affective and cognitive processing in co-branding strategies and offers practical insights for brand managers seeking to leverage emotional and informational cues to enhance market impact.
Keyword: Co-branding, Affectiom, Cognition, Marketing Strategy, Consumer Behavior
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