CO-BRANDING BNI MELALUI TAPCASH SPESIAL DESAIN NCT 127 ‘2 BADDIES’

Abstrak

Fenomena gelombang Korea global di Indonesia membuat setiap perusahaan harus menerapkan suatu strategi yang dapat meningkatkan ekuitas merek mereka agar memiliki nilai lebih daripada merek lainnya. Strategi yang paling digemari oleh perusahaan adalah strategi Co-Branding yang merupakan kolaborasi antar brand untuk menghasilkan produk baru. Ketepatan dalam memilih partner kolaborasi menjadi poin penting dalam menunjang keberhasilan Co-Branding. Penelitian ini memiliki tujuan untuk mengetahui Co-Branding BNI melalui TapCash Spesial Desain NCT 127 ‘2 Baddies’. Penelitian ini menggunakan metode survei dengan pendekatan kuantitatif. Sampel penelitian diperoleh melalui teknik simple random sampling dan pengumpulan data didapatkan dengan kuesioner, studi pustaka, serta wawancara. Analisis Instrumen mencakup Uji Validitas, Reliabilitas, Normalitas, dan Heteroskedastisitas. Data dianalisa melalui Analisis Regresi Linear Sederhana (Uji T). Hasil penelitian ini menunjukkan Co-Branding BNI melalui TapCash Spesial Desain NCT 127 ‘2 Baddies’ termasuk ke dalam kategori Sangat Baik dengan indikator tertinggi pada indikator Attitude Toward The Partner Brands. Hal ini menunjukkan bahwa NCTzen Indonesia merasa senang dengan langkah BNI yang menggandeng NCT 127 sebagai partner kerja samanya. Co-Branding yang dilakukan BNI kali ini menarik perhatian NCTzen Indonesia sehingga mereka berfokus pada produk hasil kolaborasi tersebut.

The global Korean wave phenomenon in Indonesia means that every company must implement a strategy that can increase their brand equity so that it has more value than other brands. The most companies’ popular strategy is Co-Branding, which is a collaboration between brands to produce new products. Accuracy in selecting collaboration partners is an important point in supporting the success of Co-Branding. This research aims to find out BNI Co-Branding works through TapCash Special Design NCT 127 '2 Baddies'. This research uses a survey method with quantitative approach. The research sample was obtained using simple random sampling technique and data collection was obtained using questionnaires, literature studies, and interviews. Instrument analysis includes Validity, Reliability, Normality and Heteroscedasticity Tests. Data were analyzed using Simple Linear Regression Analysis (T Test). The results of this study show BNI Co-Branding through TapCash Special Design NCT 127 '2 Baddies' was included in Very Good category with the highest indicator on the Attitude Toward The Partner Brands. This shows that Indonesian NCTzens are happy with BNI's move to collaborate with NCT 127 as their collaboration partner. The Co-Branding carried out by BNI this time attracted the attention of Indonesian NCTzens so they focused on the products resulting from the collaboration.