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

Krisnayudha Adhi Sasongko; Muchammad Agung Miftahuddin; Totok Haryanto; Meydy Fauziridwan

doi:10.55927/ijabm.v4i4.475

Authors

Krisnayudha Adhi Sasongko University of Muhammadiyah Purwokerto
Muchammad Agung Miftahuddin University of Muhammadiyah Purwokerto
Totok Haryanto University of Muhammadiyah Purwokerto
Meydy Fauziridwan University of Muhammadiyah Purwokerto

DOI:

https://doi.org/10.55927/ijabm.v4i4.475

Keywords:

Brand Image, Brand Awareness, Social Media Marketing, Product Quality, Buying Interest, 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

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