The Influence of Brand Image on Purchase Intention Moderated by Collaboration Branding

Abstract. The main purpose of this thesis is to find out the relationship between brand image and purchase intention as well as the relationship between the two when collaboration branding as a moderating variable is involved. The objective of this research was to help practitioners and academics ascertain how brand image and purchase intention are related, as well as how the cooperation of brand collaboration as a moderating factor in the collaboration between Adidas, Clarks, and Kith. This study employed a survey approach with a questionnaire serving as the primary means of data gathering. This study's target audience consists of 160 respondents who live in the city of Bandung and have never bought a product made in collaboration between Adidas, Clarks, and Kith. Purposive sampling was the method of sampling employed in this research. In this research, two theories are put forth. There are two hypotheses formulated in this study. Moderated Regression Analysis (MRA) and simple regression analysis are the methods utilized to evaluate the hypothesis. The study's findings suggest that purchase intention in relation to Adidas, Clarks, and Kith's collaboration is positively and significantly impacted by brand image. Moreover, collaboration branding moderates by strengthening the connection between brand image and purchasing intention in the context of Adidas, Clarks, and Kith collaboration.     Abstrak. Tujuan utama dari tesis ini adalah untuk mengetahui hubungan antara brand image dan purchase intention serta hubungan antara keduanya ketika collaboration branding sebagai variabel moderasi dilibatkan. Tujuan dari penelitian ini adalah untuk membantu para praktisi dan akademisi untuk mengetahui bagaimana hubungan antara brand image dan purchase intention, serta bagaimana collaboration branding sebagai faktor moderasi dalam kolaborasi antara Adidas, Clarks, dan Kith. Penelitian ini menggunakan pendekatan survei dengan kuesioner sebagai alat utama pengumpulan data. Target audiens penelitian ini terdiri dari 160 responden yang berdomisili di kota Bandung dan belum pernah membeli produk hasil kolaborasi Adidas, Clarks, dan Kith. Purposive sampling adalah metode pengambilan sampel yang digunakan dalam penelitian ini. Dalam penelitian ini, ada dua teori yang dikemukakan dan dua hipotesis yang dirumuskan. Moderated Regression Analysis (MRA) dan analisis regresi sederhana adalah metode yang digunakan untuk mengevaluasi hipotesis. Temuan penelitian menunjukkan bahwa purchase intention dalam kaitannya dengan kolaborasi Adidas, Clarks, dan Kith secara positif dan signifikan dipengaruhi oleh brand image. Selain itu, collaboration branding memoderasi dengan memperkuat hubungan antara brand image dan niat beli dalam konteks kolaborasi Adidas, Clarks, dan Kith.