Pengaruh Promosi Media Sosial Dan Brand Image Terhadap Minat Beli Generasi Z Pada Co-Branding Lawson Dengan Jujutsu Kaisen

Abstract

The rapid development of social media and the effectiveness of co-branding strategies have encouraged modern retailers to design relevant marketing innovations for Generation Z. This study aims to analyze the effect of Social Media Promotion and Brand Image on Generation Z’s Purchase Intention regarding the Lawson and Jujutsu Kaisen co-branding collaboration. A causal quantitative approach was employed using a survey method on 120 Generation Z respondents selected through purposive sampling. Data processing utilized a Likert-scale questionnaire tested for validity, reliability, and classical assumption tests, followed by multiple linear regression analysis, t-test, F test, and coefficient of determination (R²) using IBM SPSS Statistics 26. The regression analysis yielded the equation Y = 0.432 + 0.303X₁ + 0.648X₂. Partial testing revealed that Social Media Promotion had a positive and significant effect on Purchase Intention (t = 2.612; p = 0.010), while Brand Image exerted a dominant positive and significant effect (t = 5.855; p < 0.001). Simultaneously, both independent variables significantly influenced Purchase Intention (F = 115.594; p < 0.001) with a coefficient of determination (R²) of 66.4%. These findings confirm that reinforcing brand image through popular anime collaborations serves as the primary driver of Generation Z’s purchase decision.