Pandjaitan, Dorothy Rouly H. (2016) Children Response to Co Branded Products (Survey on Bandar Lampung McDonald`s Happy Meal Buyer). In: SHIELD CONFERENCE 2016, 2 NOVEMBER 2016, BANDAR LAMPUNG.


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Dorothy Rouly Haratua Pandjaitan, “Children Respone to CoBranded Products (Survey on Bandar Lampung McDonald`s Happy Meal Buyer)” Purpose – The purpose of this study is to represent the empirical studies of co-branding strategy whose target is children. Another purpose of this studies is to analyze the potential of cobranded strategy and the implication on both brand owner. Methodology – The method that used to gather the information for this research is loyalty-based survey on the parent of children that buying Mc Donald`s Happy Meal and will be used to represent children`s behavior towards product quality, consumer satisfactory, and loyalty on McDonald and Disney co branded products. Findings – The findings confirmed that, the Co-Branding strategy of McDonald and Disney have a positive and significance influence on both brand, either from consumer satisfactory point of view or from consumer loyalty point of view. Based on theoretical view, children can evaluate two different brand simultaneously even when they using product of only one brand only. Limitation – The main limitation of this study is the sample were taken from just one region only and only tested without considering other variable beside product quality, consumer satisfaction and cosumer loyalty. Advanced study is required for further comprehend of childred based marketing concept. Practical Implication – From this study can be concluded that, a product marketing strategy with children as the target can be widely expanded if the brand owner willing to cooperate with another brand owner in CoBranding strategy. In this study there is finding that parents ought to have concerned in choicing co-branded product that will not cause harm to the children`s health, because basicly all children enjoying fastfood product only based on the taste and the souvenir they got form the package. Based on that matters the fastfood should have evaluate their strategy that they use and the product they sell so the parents can still feel safe when their children consuming fastfood product. Keyword: Co-Branding, Product Quality, Consumer Satisfaction, Consumer Loyalty

Item Type: Conference or Workshop Item (Paper)
Subjects: A General Works > AC Collections. Series. Collected works
Divisions: Fakultas Ekonomi dan Bisnis (FEB) > Prodi Manajemen
Date Deposited: 05 May 2017 03:39
Last Modified: 05 May 2017 03:39

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