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THE RESEARCH ON CUSTOMER’S PURCHASING DECISION DURING THE COVID-19 PANDEMIC (Case Study on Garuda Indonesia Airline)
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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 the 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 Promotion and brand image can also affect purchasing
decisions mediated by the health Protocols.
Muhammad Abdul Ghani - Personal Name
Haekal Hibatullah - Personal Name
Suprihadi - Personal Name
Olfebri Basa - Personal Name
Haekal Hibatullah - Personal Name
Suprihadi - Personal Name
Olfebri Basa - Personal Name
2622-5778
NONE
electronic file
English
ITL Trisakti
2021
Jakarta
ISSN: 2622-5778 (online)
Advances in Transportation and Logistics Research
http://proceedings.itltrisakti.ac.id/index.php/altr
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