The Viral Phenomenon of Ventela Shoes in East Java: Local Brand Strategy Through the Power of Digital Marketing

Abstract

The strategies of Influencer Marketing, Electronic Word of Mouth (E-WOM), and focus  on Product Quality have enabled the Ventela shoe brand to compete with other  Sneakers shoe products, such as Nike, Adidas and Converse, in East Java. The  dynamics of local versus international brand competition are changing consumer  behavior in the global market. A quantitative approach was used in this study, with  regression testing and accidental sampling techniques involving 180 respondents in  East Java. The results show that Influencer Marketing strategy is the dominant factor  influencing purchase decisions, followed by Product Quality and E-WOM, where all  three are proven to have a significant effect on consumer purchase intention for Ventela  brand shoes in East Java. The phenomenon of Ventela brand popularity has changed  the paradigm of consumer behavior, where the social media era influences purchasing  decisions in the teenage and young generation segments in East Java