STRATEGIES TO ENHANCE CUSTOMER PURCHASE DECISIONS: THE MEDIATING ROLE OF PURCHASE INTENTION

The beverage industry in Indonesia has experienced significant growth. Haus! is a local brand operating in the F&B industry in Indonesia, particularly in the contemporary beverage sector, and has been established since 2018. To increase sales, Haus! has implemented an innovative marketing strategy through branding collaborations with brands such as Drink Beng-Beng, Kitkat, and HotOppa. Online Customer Reviews (OCR), created by consumers after purchasing and experiencing Haus! products via social media, can attract consumer purchase intention and significantly influence the purchase decision of a consumer. This study aims to analyze the impact of Co-Branding and Online Customer Reviews on Purchase Decision, with Purchase Intention as an intervening variable among Haus! consumers. The research uses a quantitative method with a population of consumers who have purchased Haus! products and reside in Surakarta, with a minimum age of 15 years, and a sample size of 150 respondents. The sampling technique used is non-probability sampling, specifically purposive sampling. The data analysis technique used is SEM PLS 3.0. The results of this study show that Co-Branding and Online Customer Reviews have a positive and significant impact on Purchase Decision, with Purchase Intention as a mediating variable.