THE EFFECT OF BRAND AWARENESS, SOCIAL MEDIA MARKETING AND BRAND ASSOCIATION ON THE PURCHASE DECISION OF LOCAL SHOES PRODUCTS COMPASS

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LITERATURE REVIEW Marketing
With regard to brand awareness, social media, brand association with purchasing decisions, according to Kotler and Keller (2016) Marketing is a societal process by which individuals and groups obtain what they need and want to offer, create, and freely exchange products and services that value with others.Brands According to Keller (2009) at the American Marketing Association (AMA), a trademark is a name, term, symbol, or design, or a combination thereof, intended to identify the goods or services of one person or a group of suppliers and differentiate them from competitors.Definition of Brand Awareness Brand awareness is the ability of consumers to recognize or remember a brand as part of a certain product category.Consumers are more likely to like or buy well-known brands because they feel safe and trust the brand (Durianto et al., 2017).Most of them believe that famous brands can be trusted and quality can be proven.Brand Awareness Indicator according to Humdiana Rangkuti (2009) that brand awareness has 4 dimensions of brand awareness experienced by consumers, as follows: a) Unaware of Brand (not aware of the brand): the lowest level in the pyramid of brand awareness, where consumers are not aware of the existence of a brand.b) Brand Recognition: the minimum level of brand awareness, in which brand recognition appears again after being reminded again through assistance (aided recall).c) Brand Recall: unaided recall of the brand.d) Top of Mind: a brand that is mentioned for the first time by consumers or that first appears in the minds of consumers Definition of Social Media Marketing Social media marketing includes efforts to use social media to convince consumers of a company, to use valuable products and/or services (Ward, 2010), Rognerud (2008) states that social media marketing is a form of Internet marketing that seeks to achieve marketing and communication goals.brand by participating in other social media networks together.

Social Media Marketing Indicators
There are several dimensions to measure social media marketing.According to Gunelius in Mileva & Fauzi DH (2018) there are four elements as indicators of social media marketing, namely: 1. Content Creation Interesting content will form the basis of the strategy for implementing social media marketing.The content created must be as attractive as possible and represent the personality of the business in order to be trusted by consumers.2. Content Sharing Sharing content with social communities will help expand business networks and be able to reach a broad online audience.3. Connecting Social networks allow a person to meet many people who have the same interests.This extensive network will build relationships that can lead to more business.And also honest communication must be considered when conducting social networking communications.4. Community Building social web is a large online community where there is communication from every individual between people who live around the world by utilizing technology.

Brand Association
According to Khasanah (2013), if a brand has a positive brand association it will make it easier for consumers to process and recall information about the brand, which can be useful for making purchasing decisions by consumers.In addition, Khasanah (2013) revealed that brand association can influence consumers in making purchasing decisions by increasing reasons for buying through a sense of fit.

Brand Association Indicator
According to Firmansyah (2019), several dimensions or indicators of brand association include the following: 1. Product attributes: Attributes will indicate the specific characteristics of the product which will strengthen the product's image as a brand that has certain characteristics.2. Intangible attributes: The image attached to a product will be associated by many consumers as a certain advantage that has a value as an attribute that is not physically tangible.3. Benefits for customers: The brand of a product will make it easier for consumers who will need a product according to the specifications and benefits desired by the customer.4. Relative price: Consumers will appreciate the value of the product not only for its benefits, but they will assess the high and low prices a product relatively on the basis of branded or not a product.5. Use: The use of a product is associated by consumers related to the use and method of use attached to the brand of a product.6. Users: Consumers have certain habits in choosing product characters that suit their needs on the basis of the brand they image.7. Celebrity: Brand image will determine the positioning of a product as a differentiator from other similar products that is attached to certain people and certain classes such as celebrities and other well-known people.8. Suwardi Lifestyle/personality Products selected on the basis of brand association reflect consumers who have a certain personality according to their lifestyle (life style).

Buying decision
According to Kotler and Armstrong (2012), purchasing decision behavior refers to the final purchasing behavior of consumers, both individuals and households who buy goods and services for personal consumption.Consumer behavior is the basis for making purchasing decisions, when a product has a high selling price it is very difficult to make a decision and reconsider it, while a product with a low selling price can make a decision easily.A consumer is someone who consumes a product or service, which depends on their needs, income and habits.

Purchasing Decision Indicator
As for several dimensions of purchasing decisions as stated by Kotler and Gary Armstrong (2016) the dimensions that are indicators of purchasing decisions are: 1. Selection of Products/Services, Choice of products/services is the reason why consumers choose these products/services to meet their needs .2. Brand Selection Brand selection is how the brand positions itself in the form of consumers, including a unique brand image of the product/service.3. Time Selection, Time is one of the important things for consumers to decide when to buy a product/service.4. Choice of Method/Method, Payment At this stage the consumer must choose a method or method of payment in making a product purchase.

Research Model
H1 : Brand awareness has a positive effect on the decision to purchase local compass shoe products H2: Social media has a positive effect on purchasing decisions for Compass local shoe products H3: Brand association has a positive effect on the decision to purchase local compass shoe products H4: Brand awareness, social media, brand association have a positive effect on the decision to buy local compass shoes

RESEARCH METHOD Types of Research and Descriptions of Research Populations (Objects).
The type of research used in this research is quantitative research.The subjects in this study were consumers who had never purchased Compass products.The population used in this study are consumers who have never purchased Compass shoes.

Sampling technique
The sampling technique used in this study is a non-probability sampling method.The size of the population in the study could not be known with certainty and to facilitate this research a formula was used to measure the number of samples according to Rao Purba (2006).Based on the results of these calculations, it is known that the results of the sample size of 96.04 can be rounded up to 100.So the number of sample members needed in this study is 100 respondents.

Data collection technique
The data collection technique used in this study was by distributing questionnaires (questionnaire) to be able to produce and process data in an appropriate and valid manner.The questionnaire that will be used in this study is a closed model, meaning that the respondents answer according to the answers provided and the measurement of this study uses a Likert Scale.Point Probability ,000

No
It can be seen in the table above that the Exact Sig (2-tailed) is 0.067, so the value is 0.067 > 0.05 so that in this study the data is normally distributed.

Multicollinearity Test Multicollinearity Test Results
In the table above, it is known that the tolerance values and VIF values for the four variables have tolerance values > 0.10 and VIF values < 10.So it can be concluded that there is no multicollinearity between independent variables in this study.

Reliability Test Variable Cronbach's Alpha Reliable Value Information
In the table of validity of the statement instrument above it is known that all question items are declared valid because all r count values for each statement item are greater than r table, namely 0.1966 Berdasarkan table di atas di dapat hasil dari ke empat Variable memiliki nilai Cronbach's Alpha > 0, 60.Dan dapat disimpulkan bahwa semua Statement yang ada adalah reliabel.Based on the table above, the results of the four variables have a Cronbach's Alpha value > 0.60.And it can be concluded that all existing statements are reliable.