THE INFLUENCE OF BRAND COLLABORATION, BRAND IMAGE, AND SOCIAL MEDIA INFLUENCER ON CUSTOMER PURCHASE DECISION (STUDY CASE OF SEPATU COMPASS)

Abstract

Nowadays, sneakers have become a necessity for many people, especially young generations, also a promising business in the creative industry. One of the products produced in Indonesia is the Sepatu Compass. The Sepatu Compass is one of the sneakers from a local brand that stands in Bandung. Sepatu Compass, as one of the local sneakers products that went viral among sneakers enthusiasts around 2019, must be able to maintain their performance despite the fact that there are many rivals between local and foreign products. This study aimed to analyze the influence of brand collaboration, brand image, and social media influencers on customer purchase decisions on Sepatu Compass. This research will use a quantitative research method to evaluate the independent variables (Brand Collaboration, Brand Image, and Social Media Influencers) towards the dependent variable (Purchase Decision). Non-probability sampling with snowball sampling will be used in this study. Questionnaires consisting of 24 statements with the Likert scale as a tool to measure the level of agreement and will be distributed to 238 respondents use Hair et all theory. Validity, reliability, simple regression, and multiple regression will be used in this study's data analysis. The results of this research showed that brand image and social media influencers had a positive and significant influence on customer purchase decisions. The rest of the variables were not significant. All independent variables had a significant influence on customer purchase decisions. Finally, all independent variables contributed 52.7% to the dependent variable.