Sugara, Zona Icashya (2025) Pengaruh Collaboration Branding dan Kualitas Produk terhadap Keputusan Pembelian Sepatu Compass di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This analysis aims to understand the influence of collaboration branding and product quality on purchasing decisions of Compass shoes in Surabaya. This research is motivated by the increasing competition in the local fashion industry and the aggressive collaboration strategies implemented by Compass. The quantitative descriptive method is employed alongside a survey method using questionnaires. Bookmark message distributed to 96 respondents who had purchased Compass shoes. Data were analyzed using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach via SmartPLS software. The findings reveal that both collaboration branding and product quality have a positive and significant influence on purchasing decisions. These results imply the importance of well-planned brand collaboration strategies and consistent product quality enhancement to support consumer decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Zona Icashya Sugara | ||||||||
| Date Deposited: | 17 Jul 2025 03:49 | ||||||||
| Last Modified: | 17 Jul 2025 03:49 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39429 |
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