The Effect of Brand Trust and Brand Awareness on Bear Brand Dairy Products Purchasing Decisions in the Era of the Covid-19 Pandemic (Study on Bear Brand Milk Consumer in Semarang City)

Abstract

Pandemi Covid-19 menjadi tantangan besar yang dihadapi setiap negara. Selama puncak gelombang pandemi, masyarakat melakukan panic buying terhadap produk yang dianggap penting untuk menghadapi virus, salah satunya adalah susu Bear Brand. Brand trust dan brand awareness diduga sebagai faktor yang dapat memengaruhi keputusan pembelian. Penelitian ini bertujuan untuk mengetahui pengaruh brand trust dan brand awareness terhadap keputusan pembelian produk susu Bear Brand di Kota Semarang. Tipe penelitian menggunakan explanatory research dengan teknik pengambilan sampel menggunakan non-probability sampling dengan teknik purposive sampling. Sampel berjumlah 100 responden yang merupakan konsumen susu Bear Brand di Kota Semarang. Penelitian ini diolah melalui SPSS versi 24.0. Hasil penelitian menunjukkan bahwa variabel brand trust (X1) memiliki pengaruh signifikan dan positif terhadap variabel keputusan pembelian (Y), variabel brand awareness (X2) memiliki pengaruh signifikan dan positif terhadap keputusan pembelian (Y), serta variabel brand trust (X1) dan brand awareness (X2) memiliki pengaruh signifikan dan positif terhadap keputusan pembelian (Y). Saran dalam penelitian ini adalah Bear Brand dapat meningkatkan brand trust dan brand awareness untuk dapat meningkatkan keputusan pembelian.

The Covid-19 pandemic is a big challenge faced by every country. During the peak of the pandemic wave, people panic bought products that were considered important to deal with the virus, one of which was Bear Brand milk. Brand trust and brand awareness are thought to be factors that can influence purchasing decisions. This study aims to determine the influence of brand trust and brand awareness on the purchase decision of Bear Brand dairy products in Semarang City. This type of research uses explanatory research with sampling techniques using non-probability sampling using purposive sampling techniques. The sample amounted to 100 respondents who were consumers of Bear Brand milk in Semarang City. This research was processed through SPSS version 24.0. The results showed that the brand trust variable (X1) had a significant and positive influence on the purchase decision variable (Y), the brand awareness variable (X2) had a significant and positive influence on the purchase decision (Y), and the brand trust (X1) and brand awareness (X2) variables had a significant and positive influence on the purchase decision (Y). The suggestion in this study is that Bear Brand can increase brand trust and brand awareness to be able to improve purchasing decisions.