Strategi Brand Compass dalam Membangun Niat Beli Konsumen

Farel Kyla Riswanda; Arfian Suryasuciramdhan; Zulhanderi Zulhanderi; Budi Hermawan; Rizky Arian Maulana

doi:10.62383/dialogika.v1i3.431

Authors

Farel Kyla Riswanda Universitas Bina Bangsa
Arfian Suryasuciramdhan Universitas Bina Bangsa
Zulhanderi Zulhanderi Universitas Bina Bangsa
Budi Hermawan Universitas Bina Bangsa
Rizky Arian Maulana Universitas Bina Bangsa

DOI:

https://doi.org/10.62383/dialogika.v1i3.431

Keywords:

Brand strategy, purchase intention, case study, local brand, COMPAS’s, fashion

Abstract

This study explores how the branding strategy of COMPASS’s, a local fashion brand, shapes consumer perceptions and influences their purchase intentions. Employing a qualitative case study approach, the research examines key elements of COMPASS’s brand strategy, including visual identity, storytelling, and digital communication. The findings highlight the brand’s ability to maintain a consistent image, align products with market trends, and foster emotional connections with its audience. Additionally, market appeal such as exclusivity, community engagement, and lifestyle relevance emerges as a significant factor in encouraging consumer intention to buy. The study aims to offer practical insights for other local fashion brands in crafting more focused and consumer-oriented branding strategies.

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