PENGARUH ETNOSENTRISME KONSUMEN, DIGITAL MARKETING, DAN KOLABORASI BRAND TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Sneakers Lokal Aerostreet di Universitas Muhammadiyah Ponorogo)

This study aims to determine the influence of consumer ethnocentrism, digital marketing, and brand collaboration on the purchasing decisions of Aerostreet local sneakers among students at Muhammadiyah University Ponorogo. The population for this study consists of undergraduate students at Muhammadiyah University of Ponorogo from the 2021 cohort, with a known total of 969 students. The sampling method used in this study is non-probability sampling with purposive sampling technique, which is a method that does not provide equal opportunities for every element or member of the population to be selected as a sample. The research methodology used was multiple linear regression analysis, assisted by the Statistical Product and Service Solution (SPSS) Version 25 software. The results of the testing of the variables of Consumer Ethnocentrism, Digital Marketing, and Brand Collaboration on Purchase Decisions showed a positive direction. This is evident from the results of the multiple linear regression analysis of each variable, which showed a positive direction in a partial manner. Similarly, the simultaneous testing of the variables Consumer Ethnocentrism, Digital Marketing, and Brand Collaboration showed a significant simultaneous effect on Purchase Decisions.