Social Science and Human Research Bulletin

This study aims to examine the influence of co-branding and product innovation on customer loyalty at Miniso Mall Olympic Garden (MOG) Malang. This research employed an explanatory design with a quantitative approach. Data were collected through questionnaires distributed to 110 Miniso MOG Malang customers selected using purposive sampling. The data were analyzed using multiple linear regression, t-test, F-test, and validity and reliability tests. The results showed that co-branding and product innovation each had a positive and significant effect on customer loyalty. Simultaneously, both variables also significantly influenced customer loyalty. Collaborations with popular brands and continuous product innovation increased customer attraction and encouraged repeat purchases. Customer loyalty at Miniso MOG Malang is influenced by positive perceptions of innovative product features, quality, design, and attractive co-branding collaborations. Therefore, maintaining product innovation and expanding strategic co-branding partnerships are important to sustain and enhance customer loyalty.

product innovation, co-branding, customer loyalty; Miniso

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