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All Journal Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi
Zulhanderi Zulhanderi
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Languange, Linguistic, Communication & Media Social Sciences

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Strategi Brand Compass dalam Membangun Niat Beli Konsumen Farel Kyla Riswanda; Arfian Suryasuciramdhan; Zulhanderi Zulhanderi; Budi Hermawan; Rizky Arian Maulana
Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi Vol. 1 No. 3 (2025): Agustus : Dialogika : Jurnal Penelitian Komunikasi dan Sosialisasi
Publisher : Asosiasi Peneliti dan Pengajar Ilmu Sosial Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62383/dialogika.v1i3.431

Abstract

This study explores how the branding strategy of COMPASS’s, a local fashion brand, shapes consumer perceptions and influences their purchase intentions. Employing a qualitative case study approach, the research examines key elements of COMPASS’s brand strategy, including visual identity, storytelling, and digital communication. The findings highlight the brand’s ability to maintain a consistent image, align products with market trends, and foster emotional connections with its audience. Additionally, market appeal such as exclusivity, community engagement, and lifestyle relevance emerges as a significant factor in encouraging consumer intention to buy. The study aims to offer practical insights for other local fashion brands in crafting more focused and consumer-oriented branding strategies.
Co-Authors Arfian Suryasuciramdhan Budi Hermawan Farel Kyla Riswanda Rizky Arian Maulana