Pengaruh Harga, Co-Branding, dan Limited Edition terhadap Minat Beli Produk Sepatu Aerostreet PT Adco Pakis Mas di Surakarta

Teofilus Tanu Saputra; Suprayitno Suprayitno

doi:10.37481/sjr.v9i4.1657

Authors

Teofilus Tanu Saputra Universitas Kristen Teknologi Solo
Suprayitno Suprayitno Universitas Kristen Teknologi Solo

DOI:

https://doi.org/10.37481/sjr.v9i4.1657

Keywords:

Price, Co-Branding, Limited Edition, Purchase Intention, Aerostreet Shoes

Abstract

This study aims to analyze the influence of price, co-branding, and limited editions on the purchase intention of PT Adco Pakis Mas’s Aerostreet shoes in Surakarta. This study employs a quantitative approach using a survey method via an online questionnaire (Google Form). The population in this study consists of current and potential Aerostreet consumers in the Surakarta area. The sampling technique used is purposive sampling, with a sample size of 50 respondents. Data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results indicate that the price variable has a positive and significant effect on the purchase intention for Aerostreet shoes. The co-branding variable also has a positive and significant effect on purchase intention. Furthermore, the limited edition variable was found to have a positive and significant effect on consumer purchase intent. Simultaneously, price, co-branding, and limited edition significantly influence purchase intent for Aerostreet shoes in Surakarta. Based on these findings, it can be concluded that a marketing strategy involving appropriate pricing, co-branding, and limited edition offerings can increase consumer purchase intent for Aerostreet products.

References

Afifah, A., & Setyantoro, A. (2021). Pengaruh persepsi harga terhadap minat beli konsumen pada produk fashion lokal. Jurnal Manajemen Bisnis Indonesia, 8(2), 145–158.

Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195

Armstrong, G., & Kotler, P. (2021). Marketing: An Introduction (14th Global ed.). Pearson.

Barton, B., Zlatevska, N., & Oppewal, H. (2022). Scarcity tactics in marketing: A meta-analysis of product scarcity effects on consumer purchase intentions. Journal of Retailing, 98(4), 741–758. https://doi.org/10.1016/j.jretai.2022.06.003

Cialdini, R. B. (2021). Influence: The Psychology of Persuasion (Revised & Updated ed.). Harper Business.

Helmig, B., Huber, J.-A., & Leeflang, P. S. H. (2008). Co-branding: The state of the art. Schmalenbach Business Review, 60(4), 359–377.

Herdiati, M. F., Iriawan, N., Fitriyah, R., & Sidoarjo, A. (2021). Limited edition marketing strategy and consumer purchase intention. Jurnal Ekonomi dan Bisnis Modern, 6(1), 67–79.

Kotler, P., & Keller, K. L. (2020). Marketing Management. Pearson.

Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management. Pearson.

Maino, A., Putra, R., & Saputra, D. (2022). Analisis faktor-faktor yang memengaruhi minat beli konsumen pada industri fashion lokal. Jurnal Riset Manajemen Indonesia, 10(3), 201–214.

Marlius, D., & Jovanka, P. (2023). Pengaruh limited edition terhadap keputusan pembelian produk fashion. Jurnal Ekonomi Kreatif, 5(2), 98–110.

Mujakki, M. A., & Pramudita, R. A. (2025). Pengaruh co-branding terhadap minat beli produk Aerostreet. Jurnal Pemasaran Nusantara, 7(1), 45–58.

Nada, A., & Dewi, S. (2024). Strategi co-branding dalam meningkatkan loyalitas dan minat beli konsumen. Jurnal Bisnis dan Manajemen Kontemporer, 9(2), 120–133.

Nasution, F., Siregar, A., & Lubis, M. (2023). Perilaku konsumen dan minat beli pada produk lokal Indonesia. Jurnal Ilmu Manajemen, 11(1), 80–94.

Poszytek, P. (2021). Co-branding: Strategic Collaboration and Brand Value Creation. European Business Press.

Riwanda, G., Surveyandini, M., & Aziezy, E. (2025). Pengaruh harga terhadap minat beli produk Aerostreet pada generasi muda. Jurnal Manajemen Pemasaran Indonesia, 12(1), 15–28.

Saputro, A. W. (2023). Strategi penetapan harga dan pengaruhnya terhadap keputusan pembelian konsumen. Jurnal Ekonomi dan Bisnis Indonesia, 14(2), 155–170.

Tjiptono, F. (2020). Strategi Pemasaran. Andi.