Page 1 of 12
Advances in Social Sciences Research Journal – Vol. 9, No. 5
Publication Date: May 25, 2022
DOI:10.14738/assrj.95.12481. Pranata, R. N., Kriyantono, R., & Hussein, A. S. (2022). The Effect of Internal Meaning on Purchase Decision with Attitude Mediation:
A Quantitative Explanatory Study of Brawijaya University Students' Internal Meaning of BTS Meal Co-Branding Products. Advances
in Social Sciences Research Journal, 9(5). 396-407.
Services for Science and Education – United Kingdom
The Effect of Internal Meaning on Purchase Decision with
Attitude Mediation: A Quantitative Explanatory Study of
Brawijaya University Students' Internal Meaning of BTS Meal Co- Branding Products
Riky Nugroho Pranata
School of Communication
Brawijaya University. Malang, Indonesia
Rachmat Kriyantono
School of Communication
Brawijaya University. Malang, Indonesia
Ananda Sabil Hussein
School of Communication
Brawijaya University. Malang, Indonesia
ABSTRACT
This research is a study of the study of internal meaning in the study of marketing
communications, based on Osgood's theory or commonly known as the semantic
meaning theory. in Osgood's theory, the meaning of a person is said to lie in a
metamorphosis space which consists of three main dimensions,
namely evaluate, activity, and potency. The purpose of this study was to analyze the
effect of internal meaning on purchase decisions with Attitude mediation. The
research object chosen was the BTS Meal co-branding product, which was the result
of a collaboration between McDonald’s and the K-Pop boy band Bangtan Boys (BTS).
The research sample used a convenience sampling technique consisting of 100
Brawijaya University students from various faculties. This type of research is
quantitative and the method used in this research is a survey. The data analysis
method used in this study is Partial Least Square (PLS) with the help of the SmartPLS
Version 3 program. The findings of this study revealed that the influence of internal
meaning on purchase decision with evaluate indicator through Attitude mediation
does not affect purchase decision. The influence of internal meaning on purchase
decision with activity indicator through mediation Attitude affects purchase
decision. The influence of internal meaning on purchase
decision with potency indicator through mediation Attitude affects purchase
decision. The results of this study reveal that Attitude affects purchase decision.
Keywords: The semantic meaning theory, Osgood's Semantic Differential, marketing
communication, co-branding Product
INTRODUCTION
McDonald's has announced an official partnership with Bangtan Boys, often known as BTS, a
Korean boy band. McDonald's uses a co-branding corporate communication approach, which
Page 2 of 12
397
Pranata, R. N., Kriyantono, R., & Hussein, A. S. (2022). The Effect of Internal Meaning on Purchase Decision with Attitude Mediation: A Quantitative
Explanatory Study of Brawijaya University Students' Internal Meaning of BTS Meal Co-Branding Products. Advances in Social Sciences Research
Journal, 9(5). 396-407.
URL: http://dx.doi.org/10.14738/assrj.95.12481
entails developing new goods as a consequence of a collaboration between McDonald's and BTS
in the shape of BTS Meals. Co-branding is defined by Kotler [10] as the combination of two or
more well-known brands in an offer in which one brand promotes the other in the hopes of
attracting potential buyers.
Several research on the relationship between co-branding and consumer impressions have
been undertaken [1] . Even so, the success of co-branding is influenced not only by the strategy
of the companies involved, but also by customer perception, which is one of the variables to
consider. One of the benefits of co-branding is that it improves brand perception among
consumers [5] The success of a co-branding strategy is determined by both consumer
perception and motive approach [21] The goal of co-branding is to broaden reach, increase
revenue, and gain a competitive advantage by raising customer awareness [2]
In the perspective of communication, perception is the core of communication, and utilization
(interpretation) is the core of perception, which is identical to decoding in the communication
process. According to Jhon R. Wenburg and William W. Wilmot ; [20] perception is defined as a
way of giving meaning. In the psychological theory that influences human communication,
Osgood and Schramm put forward the most basic model of communication. Osgood's theory is
related to how the notion of a concept is formed and from that understanding is closely related
to thinking and attitudes. Osgood's theory is used to try to explain the meaning of connotation
and how it originates.
Research Problem
Internal perception or meaning can be utilized as material to determine the meaning felt by
someone when observing the Co-branding company communication plan, and we can deduce
what other people are thinking and feeling based on this information. It is envisaged that a
person's opinion of the co-branding business communication approach would influence their
purchase decision. Previous research [17] and [13] evaluated co-branding products as a
marketing communication strategy using Osgood's Semantic Meaning Theory technique.
Osgood created three dimensions in this study by combining instruments from [4] and [23].
The findings of this study show that numerous aspects of Osgood's theory can be applied to
understanding co-branding strategies. However, the author has yet to find a complete study
that shows how the internal meaning of a co-branding company communication approach
influences individual intention.
The S-O-R theory used in this study is an illustration of the existing phenomenon, in this study
where consumers view the McDonald's and BTS co-branding strategy as a stimulus, giving
messages in the form of BTS Meal products to organisms, namely consumers. Furthermore, the
message received by the consumer is processed so that it will produce a response in the form
of buying interest in the stimulus. The response can be a positive response or a negative
response. A person's buying behavior is a person's response or reaction to a stimulus. In the
Stimulus - Organism - Response (SOR) theory. [18] so that in this theory more precisely is how
to change attitudes. In the process of changing attitudes, it appears that attitudes can change
when the stimulus given is very good. With the co-branding business communication carried
out by McDonald’s and the BTS boy band in the form of the BTS Meal product, it is hoped that
there will be positive consumer behavior formed from the internal meaning of consumers. The
Page 3 of 12
398
Advances in Social Sciences Research Journal (ASSRJ) Vol. 9, Issue 5, May-2022
Services for Science and Education – United Kingdom
expected effect of the co-branding business communication strategy is as a stimulus that can
affect individual intention.
In this research, the author attempts to use attitude as a link from stimulus to intention. Attitude
as one of the factors that influence consumers in making purchasing decisions plays an
important role. According to Schiffman and Kanuk, 1991 ; [3] Attitude is a learned tendency to
be happy or unhappy, in a consistent way with one object. Attitude can develop from one's
experience with the environment such as information from friends, salespeople or the mass
media. Attitudes also come from direct or indirect experience.
LITERATURE REVIEW
Internal meaning/connotative meaning
According to Osgood's Theory, co-branding is a physical stimulus that experts believe might
elicit a personal response in a person, specifically a potential consumer. Osgood conducted
research on this meaning using the factor analysis technique to uncover the fundamental
dimensions of a person's meaning. Internal responses and internal stimuli are central to
Osgood's theory of meaning.
(Strategi Co-branding)
Picture 1. Osgood's Theory Model for Application in Research
Source: Littlejohn & Foss, 2009
The chart is a correlation between Osgood's theory which is the reference in this study, how
internal meaning is able to determine consumer attitudes. The importance of consumer
behavior in making purchasing decisions is something that must be known by a marketer.
Internal meaning is the main assessment for all sources in this study and also determines the
next attitude.
The whole series is described as (1) Physical Stimulus; (2) Internal Response; (3) Internal
Stimulation; (4) Response from outside. [16] His findings in this study resulted in the theory of
semantic space or semantic space. A person's meaning is said to be in a metamorphosis space
which consists of three main factors, namely; (1) Evaluate (2) Activity (3) Potency [16].
Evaluate
A person's assessment of the co-branding plan.
(Thus explaining the significance of McDonald's and BTS's co- branding strategy)
Internal representations that give rise to meaning
Physical Stimulation
Internal Response Internal Response
(Interested/Not interested) (Disregard / Not Disregard)
Output Responses
Positive/Negative
Page 4 of 12
399
Pranata, R. N., Kriyantono, R., & Hussein, A. S. (2022). The Effect of Internal Meaning on Purchase Decision with Attitude Mediation: A Quantitative
Explanatory Study of Brawijaya University Students' Internal Meaning of BTS Meal Co-Branding Products. Advances in Social Sciences Research
Journal, 9(5). 396-407.
URL: http://dx.doi.org/10.14738/assrj.95.12481
Conspicuousness
In a sequence of internal meanings of the product, the initial assessment of conspicuousness or
attractiveness is a consideration of group or environmental references that influence how a
person analyzes and assigns an attractive value to a product[23]. When it comes to co-branding,
the attractiveness of the co-branding product might be an added value in terms of the product's
appeal.
Uniqueness
Uniqueness is a process of evaluating a person in strengthening self-image amid social groups
attached to a person [23].
Quality
When a consumer sees a product with a decent appearance and quality description, they can
have high hopes for it. Consumers can see the value that will be added from a product [23]. The
quality in this co-branding product between McDonald's and Boyband BTS includes special
packaging or product packages and new menu product packages that are provided for
consumers for a limited time.
Activity
Internal meaning in terms of co-branding strategy activities.
Extended Self
A person will choose and be interested in a product that fits his identity and lifestyle [23].The
concept of the extended self leaves a mark on the owner and becomes an integral part of his
identity. The identity given in the McDonald's and BTS co-branding business communication
strategy is reflected in the items sold, such as logos, colors, and packaging, all of which reflect
BTS's vibrant colors.
Satisfaction
According to Olsen and Johnson ; [4] defines satisfaction as a measure of internal meaning
obtained from the activity side, and it is an expectation or expectation that is more than
consumers for the product. This proximity is part of how the product follows the existing
market segmentation and gives clear and appealing qualities.
Potency
Internal meaning in terms of potential co-branding strategy.
Benefit Convenience
When purchasing a product, a customer can also consider the level of service that will be
provided. They'll have a significance that relates to the product's potency. The product's
appropriateness with consumers will be influenced by the rewards and benefits obtained. [4].
Decision Convenience
Decision Conveinence is defined as consumers feeling their time and effort can be quickly used
to decide using a product [4] this is because the product is able to provide a clear explanation
of information and uses.
Page 5 of 12
400
Advances in Social Sciences Research Journal (ASSRJ) Vol. 9, Issue 5, May-2022
Services for Science and Education – United Kingdom
Transaction Convenience
Transaction Convenience describes how a product's price allows it to provide convenience in
purchasing. Because the price of a product has the ability to influence the meaning in the
dimensions of a product's potential, it is believed that what is received from a transaction would
satisfy consumers who have purchased or utilized a product [4].
H1: There is an influence between the internal meaning of the purchase decision in co- branding business communication
Attitude
Attitude is a comprehensive evaluation and allows a person to respond favorably or
unfavorably to the object being assessed. Consumers who have a positive attitude toward a
product will influence to make purchasing decisions. The indicator of an attitude refers to the
three-component model of attitudes (model of three-component attitudes) from [22] which is
found in the research of [19] which include:
1. Cognitive, describing knowledge and perception of an object that can be obtained
through direct experience or from other sources of information.
2. Affective, describes a person's feelings and emotions regarding a product or brand as
a result of a consumer's appraisal or assessment.
3. Conative, describes a person's proclivity to perform particular acts towards an object.
H2: There is an influence between attitudes towards purchase decision in co-branding
business communication
H3: Attitude can mediate the influence of internal meaning on purchase decision in co- branding business communication.
Purchase Decision
The purchase decision is a process of evaluating and selecting from various presentations
according to certain interests and deciding on an option that is considered the most profitable.
It can be said if the purchase decision is the process of consumers in selecting based on
observations and consumer needs and determine their choices. The indicators of purchasing
decisions in this study refer to the opinions [9] stated in the research of [24] and [19] which
include:
1. Product choice
2. Brand choice
3. Choice of purchase amount
4. Time choice
RESEARCH METHODOLOGY
This study uses a semantic differential which consists of three variables that have been
determined by Osgood, namely: evaluation, activity, and potency. The semantic differential
technique can be used as a way of measuring psychology in various aspects which include:
personality, attitudes, appreciation, communication, and so on related to the affective domain,
behavior that emphasizes aspects of feelings and emotions and can also measure objectively as
stated by Osgood. Snider & Osgood (1969); [7] Instruments from [4] and [23] were adopted to
formulate the research questionnaire. The indicator of attitude refers to the three-component
model of attitudes (model of three component attitudes) from [22] which includes, cognitive,
affective and connotative. The indicators of purchasing decisions in this study refer to the
opinion of [9] which include: product choice, brand choice, and time choice.
Page 6 of 12
401
Pranata, R. N., Kriyantono, R., & Hussein, A. S. (2022). The Effect of Internal Meaning on Purchase Decision with Attitude Mediation: A Quantitative
Explanatory Study of Brawijaya University Students' Internal Meaning of BTS Meal Co-Branding Products. Advances in Social Sciences Research
Journal, 9(5). 396-407.
URL: http://dx.doi.org/10.14738/assrj.95.12481
The research sample used a convenience sampling technique consisting of 100 Brawijaya
University students from various faculties, the researcher's convenience sampling technique
could choose any population who had sufficient data in sampling (Miles, Huberman, & Saldana
2014, p.46 ; [15] This type of research is quantitative and the method used in this research is a
survey. An explanative survey aims to explain the relationship between two variables [11] .
The data analysis method used in this research is Partial Least Square (PLS) with the help of
the program. SmartPLS Version 3. The purpose of this study is to analyze the effect of internal
meaning on purchase decision with Attitude mediation.
MEASUREMENT
In the viability and reliability testing stage, there are 16 instrument items that can be used to
measure the research to be carried out. In quantitative research, instruments play a very
important role, so research instruments must be valid and reliable and as far as possible free
from subjective bias. [12] The researcher wants to clarify that he has modified the measuring
instrument to suit the research theme. The measuring tools used in previous studies [17] and
[14] are still well used for future research.
Table 1. Research Instrument
VARIABLE INDICATORS ITEMS
EVALUATE
(EV)
Conspicuouness (EV1)
1. 1. I find the co-branding strategy of
McDonald and BTS interesting
Uniqueness (EV2)
2. I see McDonald's and BTS's co-branding
strategy is unique
(EV3)
3. I believe the co-branding strategy of
McDonald's and BTS has merit.
Quality (EV4)
4. I think that McDonald's and BTS's co- branding strategies have advantages.
ACTIVITY
(AC)
Extended self (AC2)
5. I feel that McDonald's and BTS's co-branding
strategy provides an identity for consumers.
Satisfaction (AC3)
6. I have an impression of McDonald's and
BTS's co-branding strategy
(AC4)
7. I feel close to McDonald's and BTS' co- branding products
POTENCY
(PO)
Benefit
Convenience
(PO1)
8. I think that the co-branding product of
McDonald's and BTS is able to meet
consumer needs.
Decision
Conveinence
(PO3)
9. I feel that the product of the co-branding of
McDonald's and BTS is able to provide clear
information on benefits and uses for
consumers
Page 7 of 12
402
Advances in Social Sciences Research Journal (ASSRJ) Vol. 9, Issue 5, May-2022
Services for Science and Education – United Kingdom
ATTITUDE
(AT)
Cognitive (AT3)
10. I believe in the product of the co-branding of
McDonald's and BTS based on the evaluation
results with other similar products
Affective (AT4)
11. I am happy with the co-branding
collaboration between McDonald's and BTS
(AT6)
12. My love for the boyband BTS makes me
happy with the co-branding collaboration
between McDonald's and BTS
Conative (AT8)
13. The product guarantee of the co-branding of
McDonald's and BTS's co-branding
encourages me to buy this product
immediately
(PURCHASE
DECISION)
(PD)
Product Choice (PD1)
14. I choose to buy products from the co- branding of McDonald's and BTS instead of
other similar products
Choice of
Purchase
Amount
(PD3)
15. I buy more products from the co-branded
co-branding Mcdonald and BTS
Time choice (PD4)
16. I will definitely buy products from the co- branding of McDonald's and BTS
Source: Research Result, 2022
DATA ANALYSIS & MEASUREMENT EVALUATION
The data analysis technique used the PLS-SEM (Partial Least Square modeling) method with
the program used was SMAtPLS 3.0. Researchers divide into five stages measuring validity and
reliability according to the measurement recommended by [8] Convergent validity expected
value > 0.7 (outer loading), discriminant validity (cross-loading), composite reliability expected
value > 0.7, AVE value expected >0.5 and Cronbach's alpha. expected value >0.6 for all
constructs.
Page 8 of 12
403
Pranata, R. N., Kriyantono, R., & Hussein, A. S. (2022). The Effect of Internal Meaning on Purchase Decision with Attitude Mediation: A Quantitative
Explanatory Study of Brawijaya University Students' Internal Meaning of BTS Meal Co-Branding Products. Advances in Social Sciences Research
Journal, 9(5). 396-407.
URL: http://dx.doi.org/10.14738/assrj.95.12481
Table 2. Convergent Validity Test Results through Outer Loading
Variabel Item Outer Loading AVE
Evaluate EV1 0.779 0.802
EV2 0.955
EV3 0.938
EV4 0.899
Activity AC2 0.709 0.692
AC3 0.863
AC4 0.911
Potency PO1 0.963 09.26
PO3 0.962
Attitude AT3 0.822 0.816
AT4 0.921
AT6 0.940
AT8 0.925
Purchase decision PD1 0.983 0.968
PD3 0.987
PD4 0.982
Source: Research Result, 2022
Discriminant Validity
Discriminant validity aims to determine whether the latent construct predicts the size of the
variable better than the size of the other variables. Discriminant Validity can be known by
comparing the value of the cross-loading factor. If the value of the cross-loading of items to the
intended construct is greater than the value of cross-loading to other constructs, then the
indicator is declared valid. The results of the discriminant validity test can be seen from those
presented in the following table:
Tabel 3. Discriminant Validity Test Results (Cross Loading)
Activity Attitude Evaluate Potency Purchase
Decision
Activity 0.832
Attitude 0.882 0.903
Evaluate 0.659 0.601 0.895
Potency 0.901 0.864 0.636 0.962
Purchase
Decision
0.836 0.907 0.508 0.822 0.984
Source: Research Result, 2022
Composite Reability dan Cronbach Alpha
Reliability testing used to test the reliability of the research construct.. This test is done by
looking at composite reliability and Cronbach alpha. An instrument item, can be said if it has a
composite reliability value and Cronbach alpha above 0.6. The results of the construct reliability
test of this study are as follows:
Page 9 of 12
404
Advances in Social Sciences Research Journal (ASSRJ) Vol. 9, Issue 5, May-2022
Services for Science and Education – United Kingdom
Table 4. Composite Reliability and Cronbach Alpha Test Results
Source:Research Result, 2022
Determinant Coefficient or R-Square (R2)
R-Square (R2) indicates the strength or weakness of the influence caused by the dependent
variable on the independent variable. R-Square also shows the strength or weakness of a
research model. The value of R2 is classified into 3 criteria, including: R2 > 0.67 = strong model,
R2 > 0.33 = moderate model, and R2 > 0.19 = weak model [6].
Table 5. Determinant Coefficient Value (R Square)
Variabel R Square R Square Adjusted
Attitude 0.803 0.797
Purchase Decision 0.837 0.830
Source: Research Result, 2022
Based on the table above, it is known that the R Square value for the Attitude variable is 0.803
which can be categorized as a strong model. This value shows the contribution of the X1
(Evaluate), X2 (Activity), and X3 (Potency) variables to the Z (Attitude) variable is 80.3% and
the remaining 19.7% is explained by other variables outside the model studied. The purchase
decision variable has an R Square value of 0.837 which is included in the strong model category.
This value shows that the evaluate, activity, potencyl and attitude variables are able to explain
the purchase decision variable by 83.7%, the remaining 16.3% is explained by other variables
outside the model.
Predictive Relevance atau Q-Square (Q2)
Predictive Relevance or Q-Square (Q2) is a measure of how well the observations made can give
results to the research model. The results of the calculation of the value of Q Square in this study
are as follows:
Q^2=1-[(1-〖R1〗^2 )×(1-〖R2〗^2 )]
Where R12 is R square for equation 1 which is 0.803, and R22 is R square for equation 2 which
is 0.837.
Q2=1-[(1-0.803)×(1-0.837)]=0.968
The results of the Q square calculation of 0.986 indicate that 96.8% of the variation in
endogenous variables (purchase decision) can be predicted by exogenous variables (evaluate,
activity, potency, and attitude) and the remaining 3.2% is explained by other variables not
included in this research model. It can also be interpreted if the model in this study is included
in the strong category because the Q square value is more than 0.35.
Cronbach’s
Alpha
Composite
Reliability
Average Variance
Extracted (AVE)
Activity 0.776 0.870 0.692
Attitude 0.924 0.946 0.816
Evaluate 0.915 0.941 0.802
Potency 0.920 0.962 0.926
Purchase
Decision
0.984 0.989 0.968
Page 10 of 12
405
Pranata, R. N., Kriyantono, R., & Hussein, A. S. (2022). The Effect of Internal Meaning on Purchase Decision with Attitude Mediation: A Quantitative
Explanatory Study of Brawijaya University Students' Internal Meaning of BTS Meal Co-Branding Products. Advances in Social Sciences Research
Journal, 9(5). 396-407.
URL: http://dx.doi.org/10.14738/assrj.95.12481
Goodness of Fit (GoF)
The measurement value based on Goodness of Fit has a range of values from 0 to 1. The value of
Goodness of Fit that is closer to 0 indicates the model is getting less good, and vice versa if the
Goodness of Fit is close to 1 indicates that the model is getting better. The criteria for the
strength or weakness of the research model based on the Goodness of Fit measurement are 0.36
(large GoF); a value of 0.25 (medium GoF), and a value of 0.10 indicates (small GoF) [6] The
model validation test is carried out by calculating the Goodness of Fit as follows:
��� = %&��� ****** × �***!*
��� = -.
0.816 + 0.968
2 7 × .
0.803 + 0.837
2 7
��� = √0.892 × 0.820 = 0.855
Calculation of Goodness of Fit (GoF) obtained a value of 0.855, it can be concluded that the
research model is good (close to number 1) and the accuracy of the model is included in the GoF
large category (> 0.36).
HYPOTHESIS TESTING
Hypothesis testing in this study is to determine the effect of internal meaning which includes
evaluate, activity and potency on purchase decision, either directly or indirectly through attitude
mediation. Hypothesis testing in PLS analysis can be done by looking at the value of the t- statistic test results and the probability value. The hypothesis can be accepted if the probability
value is less than 0.05 (5% significance level) or the t-statistical value is greater than t-table
(1.96).
Table 6. The results of hypothesis testing can be shown in the following table:
Hypothesis Relationship between
Variables
Path
Coefficient
t-statistic P value Result
H1a evaluate à purchase
decision
-0.111 2.895 0.004 pass
H1b activity à purchase
decision
0.150 1.505 0.133 rejected
H1c potency à purchase
decision
p.121 1.243 1.214 rejected
H2 attitude à purchase
decision
0.737 8.707 0.000 pass
H3a evaluate à attitude à
purchase decision
0.007 0.143 0.886 rejected
H3b activity à attitude à
purchase decision
0.405 5.000 0.000 pass
H3c potency à attitude à
purchase decision
0.267 3.371 0.001 pass
Source: Research Result, 2022
DISCUSSION
The internal meaning in this research is viewed from three main components, namely evaluate,
activity and potency. Therefore, it is analyzed the role of attitude in mediating the influence of
Page 11 of 12
406
Advances in Social Sciences Research Journal (ASSRJ) Vol. 9, Issue 5, May-2022
Services for Science and Education – United Kingdom
each component of the internal meaning on the purchase decision. The results of hypothesis
testing regarding the effect of Attitude on purchase decision is obtained that attitudes affect
purchase decision. According to Schiffman and Kanuk, attitude is a learned tendency to be
happy or unhappy, in a consistent way with one object [3]. The results of hypothesis testing
indicate that evaluate has no significant effect on purchase decision through attitude, evaluate
is an evaluation of three components consisting of conspicuousness, uniqueness, and quality [23].
The results of hypothesis testing indicate that activity has a significant effect on purchase
decision through attitude, activity is an individual's meaning of co-branding represented as
hedonism and self-expansion [23] and co-branding satisfaction [4]. Hypothesis testing results
show that potency has a significant effect on purchase decision through attitude. Potency is
presented as individual meaning based on convenience of benefits, the convenience of
decisions, and convenience of transactions [4].
CONCLUSION
In this research, it was found that the internal meaning which includes evaluate, activity and
potency of the purchase decision either directly or indirectly through mediation can be analyzed
using Semantic Meaning Theory. Knowing one's meaning in viewing a product is very important
in the world of marketing. To understand consumers and develop the right marketing strategy
is to know what consumers think (cognition) what they feel (influence) and what they do
(behavior). These three elements are very important for understanding and developing
marketing strategies. This research can add a reference in the study of co-branding in
Indonesia, especially marketing communication, although it still has limitations that limit
generalization and has the opportunity to be researched in the future. This study analyzes two
brands operating in different fields, namely culinary and entertainment, but both have high
equity in their fields, in future research, it is necessary to expand research to brands of the same
product which have low equity so it is important to expand the next research.
Reference
[1]. Ahn, H., & Sung, Y. (2012). A two-dimensional approach to between-partner fit in co-branding evaluations. Journal
of Brand Management, 19(5), 414–424. https://doi.org/10.1057/bm.2011.49
[2]. Chang, W.-L. (2009). Roadmap of Co-branding Positions and Strategies. Journal of American Academy of Business,
Cambridge, 15(1), 77–84. http://wv9lq5ld3p.search.serialssolutions.com.library.capella.edu/?ctx_ver=Z39.88-
2004&ctx_enc=info:ofi/enc:UTF- 8&rfr_id=info:sid/ProQ%253Aabiglobal&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.jtitle=Jou
rnal+of+American+Academy+of+Busin
[3]. Churiyah, S. dan. (2017). Pengaruh Sikap Konsumen terhadap Keputusan Pembelian Minuman Merek Aqua
Berkaitan dengan Penerapan Program CSR (Corporate Sosial Responsibility). Ekonomi Modernisasi, 3(2), 147–164.
[4]. Colwell, S. R., Aung, M., Kanetkar, V., & Holden, A. L. (2008). Toward a measure of service convenience: Multiple- item scale development and empirical test. Journal of Services Marketing, 22(2), 160–169.
https://doi.org/10.1108/08876040810862895
[5]. Dickinson, S., & Barker, A. (2007). Evaluations of branding alliances between non-profit and commercial brand
partners: the transfer of affect. International Journal of Nonprofit and Voluntary Sector Marketing, 12(1), 75–89.
https://doi.org/10.1002/nvsm.291
[6]. Ghozali dan Latan. (2015). Partial Least Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0.
Diponegoro. Universitas Dipenegoro.
[7]. Gumulya & Talitha Alsyia Onggo. (2016). Penelitian Persepsi Kemasan Produk Skin Care Wanita dengan Pendekatan
Teori Semantik. Journal of Visual Art and Design, 8(2), 119. https://doi.org/10.5614/j.vad.2016.8.2.4
Page 12 of 12
407
Pranata, R. N., Kriyantono, R., & Hussein, A. S. (2022). The Effect of Internal Meaning on Purchase Decision with Attitude Mediation: A Quantitative
Explanatory Study of Brawijaya University Students' Internal Meaning of BTS Meal Co-Branding Products. Advances in Social Sciences Research
Journal, 9(5). 396-407.
URL: http://dx.doi.org/10.14738/assrj.95.12481
[8]. Hussein, A. S. (2015). Penelitian Bisnis dan Manajemen Menggunakan Partial Least Squares dengan SmartPLS 3.0.
Universitas Brawijaya, 1, 1–19. https://doi.org/10.1023/A:1023202519395
[9]. Kotler, Philip & Keller, K. L. (2009). Manajemen Pemasaran (13 ed.). Erlangga.
[10]. Kotler, P. (2010). Manajemen pemasaran (1 ed.). Prehallindo.
[11]. Kriyantono, R. (2009). Teknis Praktis Riset Komunikasi. PrenadaMedia Group.
[12]. Kriyantono, R. (2014). Teknik Praktis Riset Komunikasi. Kencana Prenadamedia Group.
[13]. Kriyantono, R. (2017). Consumers’ Internal Meaning on Complementary Co-Branding Product by Using Osgood’s
Theory of Semantic Differential. GATR Journal of Management and Marketing Review, 2(2), 57–63.
https://doi.org/10.35609/jmmr.2017.2.2(9)
[14]. Kriyantono, R. (2019). Aplikasi Teori Osgood untuk Evaluasi Pemaknaan Internal Strategi Komunikasi Pemasaran
Co-branding. Jurnal Ilmu Komunikasi, 17(2), 193. https://doi.org/10.31315/jik.v17i2.2855
[15]. Kriyantono, R. (2020). Teknik praktis riset komunikasi kuantitatif dan kualitatif. PrenadaMedia Group.
[16]. Little John, S. W. & F. K. W. (2009). Teori Komunikasi (Theories of Human Communication) (9 ed.). Salemba
Humanika.
[17]. Lukyandari, D. (2014). Teori Osgood Dalam Pemaknaan Internal Produk Co-Branding (Studi Deskriptif Kuantitatif
pada Produk Co-branding IM3-Arema). Universitas Brawijaya.
[18]. Morissan A., M. (2010). Periklanan Komunikasi Pemasaran Terpadu (Kencana (ed.).
[19]. Mubarok, M. M. (2018). The Effect of Brand Image and Consumer Attitudes on The Decision to Purchase Batik Jetis
Sidoarjo Mediated by Interest to buy. Journal of Economics, Business & Accountancy Ventura, 21(1), 105–116.
https://doi.org/10.14414/jebav.v21i1.1134
[20]. Mulyana Deddy. (2017). Ilmu Komunikasi Suatu Pengantar. PT Remaja Rosdakarya.
[21]. O’Dwyer, M., Gilmore, A., & Carson, D. (2011). Strategic alliances as an element of innovative marketing in SMEs.
Journal of Strategic Marketing, 19(1), 91–104. https://doi.org/10.1080/0965254X.2010.537765
[22]. Schiffman, L. G. & L. L. K. (2007). Consumer Behavior (Ninth Edit). pearson education.Inc.
[23]. Vigneron, F., & Johnson, L. W. (2004). Vigneron-Johnson2004_Article_MeasuringPerceptionsOfBrandLux. Brand
Management, 11(6), 484–506.
[24]. Warayuanti, W., & Suyanto, A. (2015). The Influence of Lifestyles and Consumers Attitudes on Product Purchasing
Decision via Online Shopping in Indonesia. European Journal of Business and Management, 7(8), 74–80.
https://www.iiste.org/Journals/index.php/EJBM/article/view/20944