Analisis Pengaruh Branding Terhadap Minat Beli Sepatu Lokal di Kalangan Gen Z: Studi di Desa Padenganploso
-
Taruna Firlian Tama
*
Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan,
Indonesia
- Adhitya Nugraha Pratama Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan, Indonesia
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.
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