Track: Business Management

Abstract

Seeing the growing public awareness of buying local brands during the pandemic is a positive thing, considering that Indonesia is one of the countries experiencing an economic crisis due to the Corona pandemic. But the fact is that in this time of crisis, consumers feel that local Indonesian brands can compete even with global brands. Online shopping and the choice of local brands are very prominent and a very significant increase when compared to before the pandemic. Therefore, this study aims to discuss the influence of advertising, brand image, social networking service content, brand trust, brand reputation, brand performance, brand loyalty, and word of mouth on increasing local brand purchases by Indonesian consumers during the pandemic. The researchers want to underlie the increase in purchases of local brands during the COVID-19 pandemic. There are also a few researchers who carried out the relationship between the variables mentioned above and at the same time wanted to know the extent of Indonesia consumer ratings on the quality of local brands.

Keywords: brand image, sns content, brand trust, brand reputation, brand performance, brand loyalty and word of mouth, local product