STRATEGI CORPORATE BRANDING DAN BRAND IMAGE DALAM MEMBANGUN BRAND EQUITY UNTUK MENINGKATKAN CONSUMER CHOICE PADA BRAND SOMETHINC

Abstract

TThe rapid growth of Indonesia’s skincare industry has intensified competition among brands, requiring companies to strengthen their corporate branding, brand image, and brand equity to influence consumer choice. Somethinc is one of the local skincare brands that has experienced significant growth and established a strong market presence through its branding strategies. The purpose of this study is to analyze the influence of corporate branding and brand image on consumer choice through brand equity in Somethinc products. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 207 respondents who had purchased or used Somethinc products using a purposive sampling technique. Data were analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results indicate that corporate branding and brand image have a positive and significant effect on consumer choice and brand equity. In addition, brand equity has a positive and significant effect on consumer choice and significantly mediates the influence of corporate branding and brand image on consumer choice. The findings of this study indicate that corporate branding, brand image, and brand equity are important factors in enhancing consumer choice for Somethinc products. Based on the findings, the company is advised to strengthen its corporate branding strategy, maintain a positive brand image, and enhance brand equity in order to increase consumers’ tendency to choose Somethinc products.

Keywords: Brand Equity, Brand Image, Corporate Branding, Consumer Choice, Somethinc.