Abstract
This study aims to determine and analyze the influence of co-branding strategies, brand equity on brand preference purchase intention on Bhumi Tea. This research is a causative study with quantitative methods. This study uses a non-probability sampling technique with a purposive sampling method, the criteria used are consumers who have not consumed Bhumi tea, but have heard about the Bhumi tea in the amount of 200 people by withdrawal using Hair et.al. The results showed that co-branding strategy had a positive and significant effect on brand equity, brand equity had a positive and significant effect on the brand preference, brand preference had a positive and significant effect on purchase intention, and co-branding strategies had a positive and significant effect on purchase intention while the brand equity has a positive and insignificant effect on purchase intention on Bhumi tea.
Highlights
Over the past few years, brands have become increasingly important
MitraKerinci has the desire to penetrate the retail market by working together or conducting an alliance with PT AngkasaPura Retail which is engaged in retail business lines in the airport environment and trying to open up the latest business opportunities by cooperating with PT MitraKerinci, which is not bene is a subsidiary of PT Rajawali Nusantara Indonesia (Persero) in the field of tea plantations and exports to launch tea products with the Bhumi label
The results of this study can be applied as a guideline for developing strategies that are appropriate for business, especially in the tea industry producers or marketers LIKE a company should be able to market Bhumi tea to the most influential relatives in a community, know about the development of Bhumi tea products, and be happy to share stories with colleagues or relatives about things they know about Bhumi tea products so that more people will find out information about Bhumi tea and disseminating this information to other consumers
Summary
Over the past few years, brands have become increasingly important. The brand is a marketing tool that is considered important for companies and consumers which are valuable intangible assets that are important for companies to build long-term relationships with consumers (Kolter et al, 2009). The reason for the tea industry's co-branding strategy is the high consumption of Indonesian people in consuming tea, this is because tea is one of the plantation products that has an important role both in the national economy and for public health. Rajawali Nusantara Indonesia with a Joint Venture scheme.Initially the marketing strategy undertaken by PT. MitraKerinci has the desire to penetrate the retail market by working together or conducting an alliance (co-branding) with PT AngkasaPura Retail which is engaged in retail business lines in the airport environment and trying to open up the latest business opportunities by cooperating with PT MitraKerinci, which is not bene is a subsidiary of PT Rajawali Nusantara Indonesia (Persero) in the field of tea plantations and exports to launch tea products with the Bhumi label
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