Pengaruh Co-Branding dan Inovasi Produk Terhadap Loyalitas Konsumen Melalui Citra Merek
(Survei Mahasiswa Nasabah BNI Universitas Negeri Makassar)
DOI:
https://doi.org/10.30640/jumma45.v5i1.5856Keywords:
Bank Negara Indonesia, Brand Image, Co-Branding, Consumer Loyalty, Product InnovationAbstract
This study aims to examine the influence of co-branding and product innovation on consumer loyalty through brand image as a mediating variable among students of the Faculty of Economics and Business, Universitas Negeri Makassar, who are customers of Bank Negara Indonesia (BNI). The research is motivated by the increasing competition in digital banking services and the need for banks to strengthen brand positioning among Generation Z consumers. BNI has implemented co-branding strategies through the Student Identity Card (KTM) collaboration with universities and continuously developed digital product innovations. However, the effectiveness of these strategies in strengthening brand image and consumer loyalty remains to be empirically tested. This study employed a quantitative explanatory approach using a survey method. Data were collected through questionnaires distributed to student customers and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The findings reveal that co-branding and product innovation have positive and significant effects on brand image and consumer loyalty. Brand image also significantly influences consumer loyalty and partially mediates the relationship between co-branding, product innovation, and loyalty. These results indicate that effective co-branding strategies and continuous product innovation enhance brand image, which subsequently strengthens consumer loyalty. The study provides theoretical contributions to customer-based brand equity literature and practical implications for banking marketing strategies targeting Generation Z consumers.
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