PENGARUH PANDEMI COVID-19 TERHADAP FAKTOR YANG MENENTUKAN PERILAKU KONSUMEN UNTUK MEMBELI BARANG KEBUTUHAN POKOK DI SAMARINDA

  • Martinus Robert Hutauruk Universitas Widya Gama Mahakam Samarinda
Keywords: Customer Solution, Customer Cost, Convenience, Physicological, Buying Decision, Larges Social Distancing, COVID-19,

Abstract

This study aims to investigate the impact of customer solutions, customer cost, and convenience on physicological and buying decisions during the PSBB during the COVID-19 pandemic response in Samarinda. This study uses a sampling method based on the number of multiplication of variable indicators to represent all respondents who use a self-managed questionnaire system, designed from five dimensions using a Likert scale. Variance-based structural equation modeling (PLS-SEM) is used to test the structural model submission. The findings of this study reveal that the customer solution and convenience have a direct and positive direct effect on physicological significance, except that customer cost has a direct and adverse effect on physiological significance. Besides, it also found that a physicological positive and significant direct effect on buying decisions.Furthermore, it found that consumer solution and convenience indirectly influence buying decisions through positive and significant physical mediation, except customer cost indirectly affects buying decisions through negative and non-significant physical mediating mediation. During the Large Social Distancing, in anticipation of the COVID-19 pandemic, substantial and permanent shops had so far played a significant role in providing basic necessities for the community not to be able to operate normally. The influence of distance and safety in shopping determine the attitude of consumers to make shopping decisions in the store closest to home and in a safe condition from the crowd or the crowd. This situation also allows for a limited supply of basic needs to raise prices but does not affect his decision to buy and has formed new psychological behaviors

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Published
2020-06-16
Section
Articles