Skip to main content Skip to main navigation menu Skip to site footer
IJESPG
Articles
Published: 2023-10-07

Analysis of Aerostreet x Khong Guan Co-Branding Strategy as a Step of Innovation and Increase Customer Engagement

Magister Korporat Komunikasi, Universitas Paramadina
Magister Korporat Komunikasi, Universitas Paramadina
Co-Branding Innovation Customer Engagement Aerostreet Khong Guan

Abstract

This research uses descriptive qualitative methods that aim to explain factually through in-depth data collection. Data collection was conducted through interviews with key informants from Aerostreet as well as a review of relevant literature. The results showed that the co-branding strategy between Aerostreet and Khong Guan has succeeded in creating innovations that attract customers' attention. By combining a popular shoe brand with a well-known food brand, both can leverage each other's advantages to create greater added value. In addition, this co-branding has also succeeded in increasing customer engagement. Through this cooperation, Aerostreet and Khong Guan can attract the attention of different customers and expand their market share.

References

  1. Blackett, T., & Boad, B. (2000). CoBranding: The Science Of Alliance. Mcmillan Press. Ltd.
  2. Kotler, Philip and Gary Armstrong. 2012. Principles of Marketing.New Jersey: Pearson
  3. Prisgunanto, Ilham. 2017. Aplikasi Teori Dalam Sistem Komunikasi di Indonesia. Jakarta: Kencana
  4. Moleong, Lexy J. 2007. Metodologi Penelitian Kualitatif. Edisi Revisi. Bandung : PT Remaja Rosdakarya.
  5. Rangkuti, Freddy. 2006. Analisis SWOT Tekhnik Membelah Kasus Bisnis. Jakarta: PT. Gramedia Pustaka Utama.
  6. Rogers, E. M., Singhal, A., & Quinlan, M. M. (2019). Diffusion of innovations. In An Integrated Approach to Communication Theory and Research, Third Edition. https://doi.org/10.4324/9780203710753-35
  7. Sugiyono. 2018. Metode Penelitian Kuantitatif, Kualitatif, dan R&D, penerbit Alfabeta, Bandung
  8. Wang, S., Chan, A., & Fordian, D. (2022). THE EFFECT OF CO-BRANDING ON CUSTOMER-BASED BRAND EQUITY OF INDOMIE HYPEABIS CAMPAIGN (STUDY ON COLLABORATION OF INDOMIE AND
  9. THE GOODS DEPT). Jurnal Pemikiran Dan Penelitian Administrasi Bisnis Dan Kewirausahaan, 121(2). https://doi.org/10.24198/adbispreneur.v7i2.35613
  10. Link website
  11. https://accounting.binus.ac.id/2021/07/22/diffusion-of-innovative-theory-the-rise- of-advanced-technology-in-digital-transformation-era/ diakses Kamis 22 Juni 2023 jam 11.00
  12. https://www.ayojakarta.com/fashion/pr-76761297/Manfaatkan-Penjualan-Online- di-Tengah-Pandemi-Penjualan-Sepatu-Aero-Melesat diakses 05 Juli 2023 jam 10.30
  13. https://glints.com/id/lowongan/co-branding-adalah/ diakses 05 Juli 2023 jam 13.33
  14. https://www.cnbcindonesia.com/news/20230524140834-4-440184/mengerikan- parah-pabrik-sepatu-ri-cuma-jalan-setengah-napas diakses Kamis, 22 Juni 2023 pukul 10.40
  15. https://www.cnbcindonesia.com/news/20221115131819-4-388116/tangisan- pengusaha-terbukti-ekspor-sepatu-ri-anjlok-segini diakses Kamis, 22 Juni 2023 pukul 11.07

How to Cite

Artagnan, F. R., & Alam, Y. M. (2023). Analysis of Aerostreet x Khong Guan Co-Branding Strategy as a Step of Innovation and Increase Customer Engagement. IJESPG (International Journal of Engineering, Economic, Social Politic and Government), 1(4), 26–33. Retrieved from http://ijespgjournal.org/index.php/ijespg/article/view/64