Local Pride Movement as A Local Sneaker Branding Strategy

Abstract

This study aims to determine the awakening of the local pride tagline or slogan as a movement for the community to be proud to use a local sneaker brand. In this study, branding theory is used to analyze the formation of a tagline for local pride or pride in Indonesian-made products. The results of this study illustrate that the local pride campaign which is influenced by the practice of cross-industry collaboration with influencers is able to build brand personality for local shoe products towards consumer buying interest. The level of consumer ethnocentrism in the community forms brand awareness which has a significant effect on purchasing decisions for local shoe products, this is also in line with government policy through restrictions on imported commodities for products or goods that can be made domestically. The use of digital marketing content carried out by local products with the theme of being made proud of Indonesian products becomes a brand campaign through the hashtag #LocalPride to increase sales of local shoes (footwear) products, as well as a promotional tool that has proven to be very effective in increasing the number of followers of social media accounts.