.

Market in the scope of fast-moving consumer goods have a high level of competitiveness. Thus, companies need an effective strategy to expand their market-share and consumers. One of the proven strategies to expand market share is co-branding. And many companies have applied this strategy in recent years. Co-branding is strategy carried out by two brands to create a new product including characteristics of each parent brands. Not only in the field of food, fashion, and technology, now the trend of co-branding reaches out cosmetics industry. This collaboration does not only with related brand, or brands with influencers, but now, the collaboration trends in cosmetics industry with different kind of brands especially food brands are often used. Therefore, it is necessary to analyze consumer attitude towards co-branded product and its impact on purchase intention as well as post attitude towards the host brand. Further, this research uses self-administered online survey with 358 people as respondents who are millennials female in Indonesia. Data analysis using the structural equation model in SMARTPLS. The finding reveal that fit is mediating between attitude towards the parent brands on attitude towards co-branded product. Therefore, it is necessary to choose the right and beneficial partners for collaboration to create brand fit. Keywords: Co-branding, fit, cosmetics industry, food brand, millennials female.

http://digilib.polban.ac.id/gdl.php?mod=browse&op=read&id=jbptppolban-gdl-kuntihapsa-12587