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All Journal Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK)
Pratama, Adhitya Nugraha
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Economics, Econometrics & Finance

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Analisis Pengaruh Branding Terhadap Minat Beli Sepatu Lokal di Kalangan Gen Z: Studi di Desa Padenganploso Tama, Taruna Firlian; Pratama, Adhitya Nugraha
Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Vol 5 No 2 (2025): Edisi Mei 2025
Publisher : Forum Kerjasama Pendidikan Tinggi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47065/jamek.v5i2.1965

Abstract

This study aims to analyze the influence of branding on the purchase intention of local shoes among Generation Z, with a focus on Padenganploso Village. Branding is considered a strategic factor that can shape consumer perceptions and loyalty, especially among the younger generation, who are highly responsive to visual narratives and social values. This research employs a quantitative approach using a survey method and involves 250 respondents aged 15–25 years. The data collection instrument is a questionnaire using a Likert scale, covering 10 branding indicators and 6 purchase intention indicators. Data analysis is conducted using simple linear regression. The results show that branding has a positive and significant effect on purchase intention with an R² value of 0.417. These findings emphasize that strengthening an authentic branding strategy aligned with Gen Z values can boost purchasing power for local products. This study provides important implications for MSMEs and marketers designing youth-based local marketing strategies.
Co-Authors Tama, Taruna Firlian