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

Rantika, Rizka Freeco (2025) PENGARUH ETNOSENTRISME KONSUMEN, DIGITAL MARKETING, DAN KOLABORASI BRAND TERHADAP KEPUTUSAN PEMBELIAN (Studi Pada Sneakers Lokal Aerostreet di Universitas Muhammadiyah Ponorogo). S1 thesis, Universitas Muhammadiyah Ponorogo.

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Abstract

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.

Item Type:	Thesis (S1)
Uncontrolled Keywords:	Etnosentrisme Konsumen, Digital Marketing, Kolaborasi Brand, dan Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Economic > Department of Management
Depositing User:	Rizka Freeco Rantika
Date Deposited:	04 Aug 2025 07:02
Last Modified:	05 Nov 2025 08:18
URI:	https://eprints.umpo.ac.id/id/eprint/16756

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