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This is a Quantitative Study study.

September 12, 2025Open Access

The Influence of Brand Image, Brand Awareness, Social Media Marketing, Product Quality on the Interest in Buying Local Brands of Compas Shoes in Purwokerto

Key Points

Social media marketing and product quality significantly enhance buying interest in local brands.
The study involved 105 University students, revealing significant impacts from specific marketing strategies.
Data analysis employed SPSS version 26 to investigate the relationships amongst variables of interest.
Findings indicate brand image and awareness do not significantly affect consumer buying interest in Compass shoes.

Abstract

This study aims to analyze the influence of brand image, brand awareness, social media marketing, and product quality on consumer buying interest in local brands of Compass shoes. The research method used is quantitative descriptive with an explanatory research approach. The sampling method uses a non-probability sampling method with a purposive sampling approach, with a sample of 105 respondents from students of the University of Muhammadiyah Purwokerto. Data analysis was carried out using SPSS version 26 to analyze the relationship between variables. The results of the study show that the variation in brand image does not have a significant effect on buying interest. The brand awareness variable had no significant effect on buying interest. Social media marketing variables and product quality variables have been proven to have a positive and significant effect on buying interest

The Influence of Brand Image, Brand Awareness, Social Media Marketing, Product Quality on the Interest in Buying Local Brands of Compas Shoes in Purwokerto

Key Points

Abstract

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