PENGARUH BRAND AWARENESS, BRAND TRUST DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU BEAR BRAND DI MASA PANDEMI COVID-19

Abstract

This research aimed to find out the effect of Brand Awareness, Brand Trust, and Word of Mouth on consumers’ buying decisions of Bear Brand milk during the pandemic of Covid-19. The population was the consumers of Bear Brand milk who had bought the product at Alfamart, Tanah Kali Kedinding. The research was quantitative. Furthermore, the data collection technique used non-probability sampling. In line with that, there were 100 customers as the sample. The data source was primary with questionnaires as the instrument. Moreover, the data analysis technique used multiple linear regression and t-test with SPSS 25. The research result concluded that both Brand awareness (BA) and Word of Mouth (WOM) had a significantly positive effect on consumers’ buying decisions of Bear Brand milk during the pandemic of Covid-19. On the other hand, Brand Trust (BT) had a positive but insignificant effect on consumers’ buying decisions of Bear Brand milk during the pandemic of Covid-19.