THE RESEARCH ON CUSTOMER'S PURCHASING DECISION DURING THE COVID-19 PANDEMIC (Case Study on Garuda Indonesia Airline)

Muhammad Abdul Ghani, Haekal Hibatullah, Olfebri Olfebri, Suprihadi Suprihadi

Abstract


Brands have become an essential part of our daily life. When it becomes a brand, the product promises a different quality, trust, and place in a wide range of choices. Promotion is part of a marketing strategy. It  serves to provide information and persuades and reminds consumers directly or indirectly about a sold product. This study examines purchasing decisions during the COVID-19 pandemic. This study used quantitative methods. The data collection from 100 respondents was done online using Google Forms. The purchasing decision is influenced by the promotion and brand image mediated by health protocols. The results showed that, partially and simultaneously, the promotion and brand image have a significant influence on purchasing decisions. The romotion and brand image can also affect purchasing decisions mediated by the health protocols.


Keywords


Promotion, Brand Image, Purchasing Desicion, Health Protocols, COVID-19 Pandemic

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References


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DOI: https://doi.org/10.25292/atlr.v4i0.405

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