Pengaruh Influencer Marketing, Citra Merek, Media Sosial, dan Harga Terhadap Keputusan Pembelian Sepatu Compass Pada Mahasiswa Universitas Islam Malang

Abstract

Abstract

The domestic footwear sector, particularly the Compass brand, exhibits progressive growth and strong appeal among the younger generation, notably university students who are digitally engaged. This empirical study designs to examine the impact of influencer marketing, brand image, social media engagement, and pricing strategies on Compass shoes purchase choices among students at the Islamic University of Malang. Employing a quantitative approach, data gathered from 105 participants via purposive sampling criteria. The structural data collection utilized a 1-5 Likert scale questionnaire, followed by validity, reliability, classical assumption analysis, and multiple linear regression testing via SPSS. The empirical results demonstrate that influencer marketing, brand image, social media, and price significantly affect purchasing decisions simultaneously and partially. Notably, brand image and influencer marketing emerged as the most prominent determinants. These outcomes offer strategic insights for local enterprises in optimizing marketing frameworks targeted at youth segments.

Keywords: Influencer Marketing; Brand Image; Social Media; Price; Purchase Decision