3rd South American International Conference on Industrial Engineering and Operations Management

THE INCREASING OF ONLINE LOCAL BRAND PURCHASE: INFLUENCE AND RELATIONSHIP ON BRAND LOYALTY AND WORD OF MOUTH DURING THE PANDEMIC

Reizano Rasyid, Azmil Chusnaini & CANDRANINGRAT CANDRANINGRAT
Publisher: IEOM Society International
0 Paper Citations
1 Views
1 Downloads
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 actually feel that local Indonesian brands can compete even with global brands. Online shopping and the choice of local brands is 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, on 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 and there 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.

Published in: 3rd South American International Conference on Industrial Engineering and Operations Management

Publisher: IEOM Society International
Date of Conference: May 10-12, 2022

ISBN: 978-1-7923-9159-0
ISSN/E-ISSN: 2169-8767