PENGARUH PERCEIVED FIT, ATTITUDE, DAN NEED FOR UNIQUENESS TERHADAP PURCHASE INTENTION PADA PRODUK KOLABORASI MINISO X HARRY POTTER

Abstract

Fenomena kolaborasi merek antar industri telah menjadi strategi pemasaran yang semakin menonjol, khususnya dalam menarik perhatian konsumen di pasar ritel yang dinamis. Salah satu contoh yang berhasil menarik perhatian publik adalah kolaborasi antara Miniso dan Harry Potter, yang menawarkan berbagai produk bertema unik dan ikonik. Keberhasilan kolaborasi ini memicu pertanyaan mengenai faktor-faktor yang mendorong minat beli konsumen, terutama mengingat adanya tantangan dalam sektor ritel seperti penurunan daya beli masyarakat dan fluktuasi penjualan produk rumah tangga. Oleh karena itu, penelitian ini hadir untuk mengkaji lebih dalam dinamika perilaku konsumen terhadap produk kolaborasi semacam ini. Penelitian ini bertujuan untuk menganalisis pengaruh perceived fit, attitude, dan need for uniqueness terhadap purchase intention pada produk kolaborasi Miniso × Harry Potter. Landasan teoritis penelitian ini mengadopsi Theory of Planned Behavior (TPB) sebagai grand theory, yang menjelaskan bahwa niat perilaku dipengaruhi oleh sikap individu, norma subjektif, dan kontrol perilaku yang dirasakan. Dalam konteks ini, TPB membantu memahami bagaimana sikap positif konsumen terhadap produk kolaborasi dapat secara langsung memengaruhi niat beli mereka. Selain itu, konsep co-branding, perceived fit, attitude, dan need for uniqueness digunakan sebagai teori pendukung untuk menguraikan variabel-variabel yang diteliti. Penelitian ini menggunakan pendekatan kuantitatif dengan metode penelitian kausal. Data dikumpulkan melalui penyebaran kuesioner online kepada 259 responden berusia 18–35 tahun di Jakarta yang memiliki pengetahuan serta ketertarikan terhadap produk kolaborasi tersebut. Teknik analisis data yang digunakan adalah Structural Equation Modeling (SEM) dengan pendekatan Partial Least Squares (SmartPLS 4). Hasil analisis menunjukkan bahwa perceived fit, attitude, dan need for uniqueness memiliki pengaruh positif dan signifikan terhadap purchase intention. Temuan ini menunjukkan bahwa kesesuaian antara brand dan produk, sikap positif konsumen, serta keinginan untuk tampil unik merupakan faktor penting dalam meningkatkan minat beli terhadap produk hasil kolaborasi. Penelitian ini memberikan kontribusi bagi pengembangan strategi pemasaran, khususnya dalam perencanaan co-branding yang mampu menarik perhatian dan memenuhi preferensi pasar sasaran.

The phenomenon of inter-industry brand collaboration has become an increasingly prominent marketing strategy, particularly in attracting consumer attention in dynamic retail markets. A notable example that has successfully captured public interest is the collaboration between Miniso and Harry Potter, which offers a variety of unique and iconic themed products. The success of this collaboration raises questions regarding the factors that drive consumer purchase intention, especially considering challenges in the retail sector such as declining purchasing power and fluctuations in household product sales. Therefore, this research aims to delve deeper into the dynamics of consumer behavior towards such collaborative products. This study aims to analyze the influence of perceived fit, attitude, and need for uniqueness on purchase intention for Miniso × Harry Potter collaborative products. The theoretical foundation of this research adopts the Theory of Planned Behavior (TPB) as its grand theory, which explains that behavioral intention is influenced by individual attitudes, subjective norms, and perceived behavioral control. In this context, TPB helps to understand how consumers' positive attitudes towards collaborative products can directly affect their purchase intention. Additionally, the concepts of co-branding, perceived fit, attitude, and need for uniqueness are used as supporting theories to elaborate on the variables under investigation. This research employs a quantitative approach with a causal research design. Data were collected through online questionnaires distributed to 259 respondents aged 18–35 years in Jakarta who possessed knowledge and interest in these collaborative products. The data analysis technique used is Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach, utilizing SmartPLS 4 software. The analysis results indicate that perceived fit, attitude, and need for uniqueness have a positive and significant influence on purchase intention. These findings suggest that the congruence between brands and products, positive consumer attitudes, and the desire for uniqueness are crucial factors in enhancing purchase interest in collaborative products. This research contributes to the development of marketing strategies, particularly in planning co-branding initiatives that can effectively capture attention and meet the preferences of target markets.