Analysis of factors That Influence Buying Decisions in The Covid-19 Pandemi Era

: This study aims to determine Analysis of Factors That Influence Buying Decisions in The Covid-19 Pandemi Era (Case Study in Bear Brand Drinking Milk Beverage Products). This type of research was s quantitative correlation with a cross-sectional approach. Data collection techniques using questionnaires. The analysis technique used was multiple regression analysis. The independent variables were product quality, price, promotion, and testimonials and the dependent variable was buying decisions. Methods of data analysis using multiple linear regression with the SPSS 25.0 program. Based on the data analysis shows that: (1) It was found that the Product Quality variable (X1) in buying decisions (Y). It was known that the Sig value for the effect (X1) on (Y) was 0.211 > 0.05 and the tcount value was 1.262 < t table 2.000, so it can be concluded that H1 was rejected which means there was no effect (X1) on (Y). (2) Price (X2) on buying decisions (Y) It was known that the Sig value for the effect (X2) on (Y) was 0.913 > 0.05 and the tcount is-0.110 < t table 2.000, so it can be concluded that H1 was rejected which means there was no effect (X2) against (Y). (3) It was known that the Sig value for the effect (X3) on (Y) was 0.043 <0.05 and the tcount was 2.061 > t table 2.000, so it can be concluded that H1 was accepted which means there was an effect (X3) on (Y). (4) It was known that the Sig value for the effect (X4) on (Y) was 0.478 > 0.05 and the tcount was 0.714 < t table 2.000, so it can be concluded that H1 was rejected which means there was no effect (X4) on (Y). Product quality was needed to increase consumer attractiveness. The importance of optimizing affordable prices to be able to compete in the trade market. Attractive promotions can lure customers to always use the same product. Testimonials in an interesting manner by conveying relevant.


INTRODUCTION
The surge in cases of Corona virus disease  in Indonesia has resurrected the phenomenon of panic buying in society.This was due to the community action that bought up one of the products from PT. Nestle Indonesia, namely Bear Brand milk or better known as bear milk.The Covid-19 pandemic has not completely caused a downturn in all industrial sectors.One of Nestle's mainstay products, Bear Brand, was currently on the rise among the public.
Many food observers say that amidst the large number of dairy products on the market there were very few buyers, but this has not happened with Bear Brand milk beverage products, now many people were looking for Bear Brand milk because it was believed to be able to provide health, especially during times of anxiety over exposure to the Covid-19 virus.so that it becomes a blessing for PT.Nestlé Indonesia.The virality of Bear Brand milk was more authentic, because it occurs spontaneously and triggers large purchases among the public.From this statement it can be concluded that social media and society were an inseparable unit.The media also plays an important role in providing information from various sources that were accurate and reliable.Realizing that the impact was very broad and reaches all levels of society, the media has positive and negative impacts.
There was various method which could conducted by company for create interest buy Public to product which offered.Wrong only one was learn and notice factors which affect it.Some consumers assume that a brand the most superior would occupy the first position in their minds.Even a number of consumer will To do purchase repeat to something product if the price of the product according to the quality offered.In To do purchase, consumer always notice factors which affect it, so that consumer interested for To do purchase.The buying decision process was influenced by various factors, among others factor the was price perception, quality product, promotion and testimony.
Research results by Sumara & Salim (2020) shows that the brand trust variable has a significant effect positive and significant to customers satisfaction.Customers value no effect to to customers satisfaction.Brands trust no take effect in a manner direct to repurchase intention.customers value positive but not significant effect on repurchase intention.customers satisfaction take effect in a manner positive and significant to repurchase intention.Kotler (2009) customer satisfaction was the goal and means of marketing for a customercentered company, whereas according to Tjiptono (2015) customer satisfaction was a measure of an organization's total product performance compared to a set of customer requirements.The importance of measuring the influence of several factors on buying decisions has been carried out by various studies.The research results of Pastikarani & Astuti (2016) prove that product quality has a positive and significant effect on repurchase intention.Bahar & Sjaharudin (2015) proved that product quality has no positive and significant effect on repurchase intention.Research by Dianah & Welsa (2017) proves that product quality has a positive and significant effect on customer satisfaction, while Rahayu & Utami (2012), proves that product quality has no positive and significant effect on customer satisfaction.
Based on the background of this problem and several previous studies which showed that the results of research on these factors were inconsistent and varied, the authors were interested in conducting another study with the title "Analysis of Factors That Influence Buying Decisions in The Covid-19 Pandemi Era (Case Study in Bear Brand Drinking Milk Beverage Products)".

LITERATURE REVIEW AND HYPOTHESIS FORMULATION
Buying decisions were thoughts where individuals evaluate various options and decide on a choice of a product from many choices.This behavior appears as a response to an object that can indicate a consumer's desire to repurchase a product with an interest in repurchasing a product due to the satisfaction received by the consumer.According to Schiffman & Kanuk (2014) buying decisions were defined as a choice of more than two years of alternative choices.
According to Peter & Olson (2000), which states that consumers make repeat purchases because there was information and encouragement to make purchases directly which can provide loyalty to what they feel was in accordance with what the consumer wants.According to Kotler (2012) consumer repurchase intention was a behavior where consumers have the desire to choose or buy a product, based on the consumer's experience in using, selecting and consuming or even wanting a product.
In the decision-making process, consumers choose which goals or behaviors to do to achieve these goals.Thus this can help solve the problem.Furthermore, it was explained that problem solving was a continuous flow of reciprocity between environmental factors, processes, and actions and behavior.The first stage was an understanding of the existence of a problem, and an evaluation of the existing alternatives and the most appropriate action chosen.In the next stage, the purchase was expressed in action, in the end the selected or designated item will be used and the consumer will re-evaluate the decision he has made.From this understanding, it can be concluded that buying decisions were a decision-making process that begins with the introduction of a problem, then evaluates it and decides on the product that best suits the needs and desires of consumers.
Consumer behavior was the basis for consumers to make buying decisions.This was the process and activity when a consumer deals with searching, selecting, purchasing, using and evaluating products and services to meet needs and wants.
According to the description of repurchase intention above, it can be concluded that buying decisions were stages of buying behavior tendencies by consumers on a product or service that was carried out repeatedly for a certain period of time and actively likes or has a positive attitude towards a product or service.which was based on personal experience that consumers have made in the past.Purchasing decision behavior for most products was just a routine activity in the sense that the needs that have been fulfilled will be satisfied through repurchasing the same product.If there was a price change (product, service, price), then the buyer will repeat the decision process again.Based on the several definitions mentioned above, it can be concluded that consumer behavior was all action activities, as well as psychological processes that encourage these actions before buying, using, spending products and services after evaluating activities.Kotler (1996) divides the stages of the buying decision process into 5 stages which were divided into recognition of needs and problems, information search, evaluation, alternatives, purchase decisions, and post-purchase behavior.The stages in the purchase decision used in this study were the information search stage.The process of purchasing needs does not end with a purchase but continues until the buyer becomes a customer for consumers in using the product purchased.This experience will be taken into consideration for future buying decisions.Kotler (2004) product quality was a product's ability to perform its functions.This ability includes reliability, durability, resulting accuracy, ease of repair and operation and other attributes that were valuable to the product as a whole.According to Kotler & Kellerr (2009) which states product quality as everything that can be offered to the market in order to attract attention, use, acquisition, or consumption that can satisfy wants and needs.According to Yamit (2013)  and also the environment that can meet and exceed expectations.The quality of a product does not only emphasize the aspects of the end result, such as products and services, but also concerns the quality of the process, human quality, and also the quality of the environment.Based on the definition above, it can be concluded that product quality was a product offered to consumers who have high quality selling points to be able to meet the needs and expectations of consumers and also be able to fulfill the goals of an organization.
The definition of price according to Kotler (2004) was the amount of money charged for a particular product.According to Swastha & Irawan (2005), "price was the amount of money (plus some goods) needed to get a number of combinations of goods and services".Price was the only marketing element that generates revenue while the other elements generate costs.Price was also one of the most flexible elements of marketing.Traditionally, price has been the main determinant of buyers' choices.According to McCarthy (1990), "Price was what was charged for something", which means, price was what we pay for something we get.Based on the definitions above, it can be concluded that price was the main tool for differentiating one product from another, which has a value or tariff charged as the main determinant of the buyer's choice.
(sales promotion) was the core of marketing campaigns which offer incentives to buy, consisting of a collection of incentive tools, mostly short term, designed to stimulate faster or greater purchase of certain products or services by consumers or trade according to Kotler & Keller (2009).According to Tjiptono (2015) promotion was a marketing element that focuses on efforts to inform, persuade, and remind consumers of the company's brand and products.According to Diyatma (2017), promotion was one of the elements in company marketing that was utilized to notify, persuade, and remind about the company's products.The main purpose of promotion was to modify consumer behavior, inform, influence and persuade and strengthen consumers about the company and the products or services it sells (Swastha & Irawan, 2005).The conclusion was that promotion was a way for companies to create awareness, share information, and influence buyers, either directly or indirectly, for goods or services produced in the hope that consumers will be interested and willing to buy the products offered.
Testimonials were records of customer or consumer expressions regarding products or services and services performed by online stores that were provided on web pages or social media.When viewed from the meaning of the word, testimony has several meanings, namely, a form of acknowledgment of a fact (testimony), a form of admiration (tribute), and a form of recommendation from one person to another.Still in the context of advertising, testimonials were contexts or ways of saying in delivery packaging.According to Abraham et al. (2014), testimonials were a way that marketers use to build customer trust.The information presented by a testimonial must be on the side of the crowd and not for personal gain.
Basically testimonials help consumers make decisions to use products or services because they get recommendations from third parties and will be more convincing if a customer who has used a product or service shares his experience.
Based on the description that has been put forward, the hypothesis formulated in this study is: H1 : Quality product has a positive and significant to buying decisions Bear Brands drinking milk.H 2 : Price has a positive and significant effect on buying decisions Bear Brand drinking milk.H3 : Promotion has a positive and significant effect on buying decisions Bear Brand drinking milk.H4 : Testimonials have a positive and significant effect on buying decisions Bear Brand drinking milk.

METODE PENELITIAN Types of research
This type of research was quantitative correlation, namely research to determine relationships or influences based on numerical calculations (Sugiyono, 2016).The research approach uses cross-sectional, that is, the research was carried out only once during the research (Sugiyono, 2016).

Population, Sample, and Sampling Technique
The population was all consumers who bought Bear Brand dairy products at the Adabaru Salatiga supermarket in April 2021, totaling 190 buyers.The number of samples was 66 respondents.The sampling method in this study, namely by using accidental or incidental samples, was to determine a sample based on the needs of anyone who accidentally meets the researcher who can be used as a sample if it was deemed that the person met by chance was suitable as a data source (Sugiyono, 2016).

Research variable
The independent (independent) variables were product quality, price, promotion, and testimonials.The dependent variable (dependent) was the purchase decision.

Method of collecting data
This study uses primary data, namely data obtained by researchers directly or original data obtained directly from respondents by distributing research questionnaires.

Data analysis method
Methods of data analysis using multiple linear regression with the SPSS 25.0 program.

Result
Before testing multiple linear regression analysis of hypothesis study so researcher will To do requirements analysis which covers test normality, test multicollinearity, test hereroscedasticity as well as test autocorrection with the help of a computer SPSS 25 program for windows.And results test requirements analysis served as following:

Normality Test
The normality test aims to test whether this variable was in the regression bound and variable free both of them distributed normal or nope.Decision making with the One-Sample Kolmogorov-Smirnov method, namely test if the probability was > 5%, then the variable was normally distributed.And results test normality can seen on table under this: Source : Data primary processed year 202 1 From the results of the normality test table 1 from testing with the One-sample Kolmogorov-Smirnov test could concluded that Asymp.Sig.(2-tailed) shows a value above 5%, which means it was greater than Alpha (0.64 > 0.05), so that could concluded that distributed in a manner normal.
Multicollinearity Test Test multicollinearity aim for knowing was occur intercorrelation (connection which strong) between variable independent.Model regression which was good was characterized by no intercorrelation between independent variables and no occur symptom multicollinearity.For knowing there was nope multicollinearity in the regression model, it can be seen from the tolerance value and variance inflation factor (VIP) value.If the VIP value < 10 and tolerance > 0.10 then there was no multicollinearity between variables in the regression model.And result test multicollinearity could seen on table under this : From the test data above it can be seen that the probability t, product quality, prices, promotions, and testimonials together indicate a value of over 5% which meaning greater than Alpha (> 0.05).So it can be concluded that no there was problem heteroscedasticity.

Test Autocorrelation
Autocorrelation (autocorrelation) was the relationship between the residuals of one observation with residual observation others.Wrong one method for test it there was no autocorrelation _ was with Test Durbin-Watson.And results test autocorrelation could seen on table under this : Results analysis test t was by using SPSS 25.0 was as follows: 1. Quality Product (X1) to buying decisions (Y) It was known that the significance value for the influence of (X1) on (Y) was big 0.211> 0.05 and score t count 1,262 < t table 2,000, so that could concluded that H 1 rejected which means there was no effect (X1) to (Y).So got concluded the quality of the product was not take effect to buying decisions.

Price (X2) to buying decisions (Y)
It was known that the significance value for the influence of (X2) on (Y) was as big 0.913> 0.05 and score t count-0.110< t table 2,000, so could concluded that H 1 rejected which means there was no effect (X2) to (Y).So could concluded price no take effect to buying decisions.

Promotion (X3) to buying decisions (Y)
It was known that the Sig value for the influence of (X3) on (Y) was as big 0.043< 0.05 and score t count 2,061 > t table 2,000, so that could concluded that H 1 received which means there was influence (X3) against (Y).So it can be concluded that the price affects the buying decisions.

Testimonials (X4) to buying decisions (Y)
It was known that the Sig value for the influence of (X4) on (Y) was as big 0.823> 0.05 and score t count-0.225< t table 2,000, so that could concluded that H 1 rejected which means there was no effect (X4) to (Y).So could concluded price no take effect to buying decisions.Coefficient Determination (R2) Coefficient determination (R2) the main thing was for measure how much far ability model in explained variation variable dependent.Score the coefficient of determination was between zero and one (Ghozali, 2018), the value of coefficient determination could seen on table as following: Based on table 7 it can be concluded that the magnitude of the coefficient of determination or adjusted R Square was 0.800 or 80%.It shows percentage independent influence Product quality (X1), Price (X2), Promotion (X3), Testimonials (X4), to variable dependent Buying decisions (Y) as big 80%.Whereas the rest as big 20% explained by v a variable other which no entered in study.

Discussion
This study aims to determine product quality, price, promotion, and testimonials on buying decisions for Bear Brand dairy products in supermarkets Adabaru Salatiga.

Influence Quality Product On Buying decisions Product Milk Bear Brands
The results showed that the product quality variable obtained a value t count as big 1,262 with score significance as big 0.211 more big from 0.05 (0.211 > 0.05) and coefficient regression have score as big 0.219 so study this proves the first hypothesis stated "Quality product no significant effect on buying decisions dairy products Bear Brands in Supermarket Adabaru."This was meaningful factor quality product no take effect to consumer for buy milk Bear Brand at the supermarket Adabaru Salatiga.
This factor was due to the impact of the government issuing policies imposition of restrictions on community activities (PPKM).impact of that all make people's purchasing power towards the purchase of dairy products Bear Brands the more decrease.According to Armstrong (2015) product quality was a product that has value that can satisfy consumers both physically and psychologically which shows the attributes or properties contained in something goods or results.

Influence Price To Buying decisions Product Milk Bear Brands
Results study show that variable price obtained score t count as big-0.110with score significance as big 0.913 greater than 0.05 (0.913 > 0.05) and the regression coefficient has a value of-0.011,so this study prove the second hypothesis states "Price has no significant effect against decisions purchase product milk Bear Brands in Supermarket Adabaru."Thing this means factor price no take effect to consumer for To do purchase milk Bear Brands in supermarket Adabaru Salatiga.Factor this caused impact from The government issued a policy of imposing restrictions on activities community (PPKM).
The impact of all this has an effect on purchasing power society against product milk Bear Brands the more decrease.According to Kotler (2012) in a narrow sense, price was the amount that was billed for a product or service, more broadly the price was the sum of all value provided by the customer to benefit the owner which use something product or service.

The Effect of Promotion on the Decision to Return Bear Milk Products Brands
Results study show that variable promotion obtained score t count as big 2,061 with score significance of 0.043 smaller from 0.05 (0.043 <0.05) and the regression coefficient has a value of 0.210 then this study prove third hypothesis state "Promotion significant effect against decisions purchase product milk Bear Brands in Supermarket Adabaru."Thing this means factor promotion take effect to consumer for To do purchase milk Bear Brand at the Adabaru supermarket Salatiga.In terms of promotion of Bear's dairy products Brands use promotional strategies, especially in advertising media.
product quality was a dynamic condition related to services, processes, products, people, J-CEKI :

Table 2 . Test Multicollinearity Coefficients a
The results of the multicollinearity test can be seen in the coefficient s table of score tolerance and VIPs so could was known that score VIPs < 10 and tolerance > 0.10, it can be concluded that the regression model has no symptoms multicollinearity.Test HeteroscedasticityTest Heteroscedasticity with Test Glejser aim for test was in model regression occur inequality variances from residual one observation to observation which other.If variance from score residual between fixed observations, this condition was called Heteroscedasticity.Regression models A good model was a homoscedastic model.To detect presence heteroscedasticity was by regressing the model with the log of squared residues as the dependent If from each independent variable more than 0.05, there was no heteroscedasticity in the model and the data results in a homoscedastic condition.And the results of the heteroscedasticity test can be seen in table in lower this : ISSN : 2828-5271 (online) variable.

Table 4 . Test Autocorrelation Model Summary b
From the data above it can be seen if du< d < 4-du or (1.7319 < 1.898 < 2.2681), then it can be concluded that the regression model in this study no there was problem autocorrelation.