PENGARUH IKLAN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SUSU BEAR BRAND

Abstract

During the pandemic, from this uncertain situation, the public had to be aware of taking care of their health and maintaining their body immune. One of the ways was by consuming milk. Therefore, this research aimed to find out the effect of advertising and brand image on the purchasing decisions of Bear Brand milk during the pandemic. The research was quantitative. Moreover, the data analysis technique used multiple linear regression. Furthermore, the data collection technique used purposive sampling with 96 respondents as the sample. Additionally, the data were primary with questionnaires as the instrument. The questionnaires were distributed to the respondents through Google Forms. Meanwhile, the counted instrument used SPSS 25. The result concluded that advertising had a positive but insignificant effect on the purchasing decisions of Bear Brand milk during the pandemic. However, the brand image had a significantly positive effect on the purchasing decisions of Bear Brand milk during the pandemic.