Pengaruh Brand Positioning, Brand Equity, dan Kolaborasi Terhadap Minat Beli Sepatu Compass (Studi Kasus Mahasiswa Program Studi Ilmu Komunikasi Universitas Sumatera Utara)

Abstract

This study uses a quantitative approach to analyze the effect of brand positioning, brand equity, and collaboration on purchasing interest in Compass Shoes among students of the Communication Science Study Program, University of North Sumatra. The study population consisted of 560 students for the 2020-2024 period, with a sample of 100 respondents taken using the Slovin formula and random sampling techniques. The data collection technique was carried out through a questionnaire, while data analysis used multiple linear regression to test the relationship between variables. The results of the study indicate that brand positioning, brand equity, and collaboration simultaneously and partially have a positive and significant effect on purchasing interest in Compass Shoes. These findings provide an empirical basis for factors that can influence consumer purchasing decisions among students.