PENGARUH CO-BRANDING YUPI DAN DEAR ME BEAUTY TERHADAP BRAND EQUITY PRODUK KOSMETIK DEAR ME BEAUTY

THE EFFECT OF CO-BRANDING YUPI AND DEAR ME BEAUTY COSMETIC ON BRAND EQUITY DEAR ME BEAUTY COSMETIC PRODUCT

Persaingan industri di bidang kosmetik semakin ketat,menjadi tantangan bagi para pelaku industri di bidang tersebut. Begitu juga dengan kosmetik Dear me beauty yang masih tergolong baru dan belum memiliki cukup nama untuk bersaing di pasar. Membutuhkan diferensiasi, maka kemudian digunakan konsep brand equity untuk memperkuat merek dalam persaingan. Cara untuk meningkatkan brand equity salah satunya dengan melakukan strategi co-branding. Kosmetik Dear me beauty melakukan co-branding bersama produk permen Yupi yang bertujuan untuk meningkatkan brand equity dear me beauty yang masih tergolong merek baru. Penelitian ini dilakukan dengan tujuan untuk mengetahui apakah terdapat pengaruh strategi co-branding yang telah dilakukan dear me beauty bersama yupi terhadap brand equity dear me beauty kosmetik. Dengan menggunakan metode penelitian kuantitatif dengan jenis penelitian deskriptif.sampel yang digunakan sebanyak 108 responden perempuan dengan rentang usia 16-35 tahun yang berdomisili di kota Surabaya, dengan kriteria pengguna kosmetik dear me beauty dan mengetahui mengenai kolaborasi yang dilakukan dear me beauty. Teknik sampling menggunakan jenis purposive sampling dan diolah menggunakan bantuan SPSS versi 26 for Windows. Setelah dilakukan pengolahan data menggunakan Spearman Rank Correlation maka diperoleh hasil koefisien korelasi sebesar 0,551 dan angka signifikasi 0,000 < 0,05 yang berarti strategi co-branding kosmetik dear me beauty bersama yupi berpengaruh secara signifikan terhadap brand equity kosmetik dear me beauty.

Kata kunci: Komunikasi pemasaran, Merek, Co-branding, Brand equity.

Industry competition in the cosmetic sector is getting tighter, becoming a challenge for industry players in this field. Likewise, Dear me beauty cosmetics, which are still relatively new and do not yet have enough names to compete in the market. Requires differentiation, then the concept of brand equity is used to strengthen the brand in competition. One way to increase brand equity is by implementing a co-branding strategy. Cosmetics Dear me beauty has co-branded with Yupi's candy products which aims to increase the brand equity of dear me beauty, which is still a new brand. This study was conducted with the aim of knowing whether there is an effect of the co-branding strategy that has been carried out by dear me beauty with yupi on the brand equity of dear me beauty cosmetics. By using quantitative research methods with descriptive research type. The sample used is 108 female respondents with an age range of 16-35 years who live in the city of Surabaya, with the criteria of dear me beauty cosmetics users and knowing about the collaborations carried out by dear me beauty. The sampling technique used purposive sampling and processed using SPSS version 26 for Windows. After processing the data using Spearman Rank Correlation, the correlation coefficient is 0.551 and a significance number is 0.000 <0.05, which means that the dear me beauty co-branding strategy with Yupi has a significant effect on the brand equity of dear me beauty cosmetics.

Keywords: Marketing communication, Brand, Co-branding, Brand equity.