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

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Quantitative analysis reveals social media marketing and product quality boost buying interest in local brands.

Social media marketing significantly increases buying interest in local Compass shoes brands.
Product quality is positively linked to consumer buying interest, enhancing local brands' appeal.
Brand image and brand awareness do not show a significant effect on buying interest among students.
The study utilized data from 105 University students, analyzed with SPSS version 26 for variable relationships.

Sasongko et al. (2025) studied this question.

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