The Effect of Co-brand Preference, Perceived Benefits of Co-branding, and Co-brand Equity Towards Intention to Use the Co-branded Credit Card and Airline

DOI

10.2991/assehr.k.220404.009How to use a DOI?

Keywords

Co-brand Preference; Perceived Benefits of Co-branding; Co-brand Preference; Intention to Use

Abstract

This study aims to analyze the effect of co-brand preference, perceived benefits of co-branding, and co-brand equity toward intention to use the co-branded credit card and airline. The research model consists of three independent variables and one dependent variable. The entire hypothesis proposed about 3 (three) points. The data analysis technique applied in the study was Partial Least Squares - Structural Equation Modeling (PLS-SEM) using Smart PLS software (3.3.3). Data analysis of the study was carried out in three stages, specifically outer model analysis, inner model analysis, and hypothesis testing. The study obtained conducted on respondents utilizing airline credit cards who are housing in Jakarta, Bogor, Depok, Tangerang and Bekasi. Respondents of the study amounted to 154 from 164 who fulfilled the questionnaire distributed through Google form. The results have shown that there is a positive significant effect between co-brand preferences and co-brand equity toward intention to use the co-branded credit card and airline, while perceived benefits of co-branding insignificant toward intention to use the co-branded credit card and airline. In addition, the most significant factor that affects consumers’ intention to use is co-brand preference. Through the preferences of each embedded brand, users certainly feel the airline credit card is an attractive credit card than similar credit cards and customers will increase to utilize co-branding airline credit card in the future.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Kristiandi Simanjuntak
AU  - Keni Keni
PY  - 2022
DA  - 2022/04/21
TI  - The Effect of Co-brand Preference, Perceived Benefits of Co-branding, and Co-brand Equity Towards Intention to Use the Co-branded Credit Card and Airline
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 51
EP  - 57
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.009
DO  - 10.2991/assehr.k.220404.009
ID  - Simanjuntak2022
ER  -