Published date: Jul 18 2023

Journal Title: KnE Social Sciences

Issue title: Transdisciplinary Symposium on Business, Economics, and Communication (TSBEC 2022)

Pages: 645–655

DOI: 10.18502/kss.v8i12.13712

Husni Muharamunimuharam@uniga.ac.idUniversitas Garut, JL. Raya Samarang No. 52A, Garut, Indonesia

Rahyuniati SetiawanUniversitas Garut, JL. Raya Samarang No. 52A, Garut, Indonesia

Muhammad Arip RamdaniUniversitas Garut, JL. Raya Samarang No. 52A, Garut, Indonesia

Tiara Raras PramuditaUniversitas Garut, JL. Raya Samarang No. 52A, Garut, Indonesia

This study aims to find out how consumer behavior in the era of the Covid-19 pandemic affects the purchase decision-making process in the retail market of Garut Regency. Using quantitative descriptive research methods, the authors conducted a survey of 100 respondents. The analysis technique used here is data analysis with structural equation modeling capability using SmartPLS version 3.0. Based on the research findings that show that consumer behavior influences the purchase decision process, these findings were tested through hypothesis testing. This study argues that the effect is partially significant. Therefore, it is recommended that researchers conducting this study deepen the existing research and find out which variables can influence the purchase decision process in addition to the consumer behavior studied in this study.

Keywords: consumer behavior, Covid-19, purchase decision process

[1] Khayru RK. Opinions about consumer behavior during the Covid-19 pandemic. Journal of Social Science Studies 2021;1(1):31–36.

[2] Koch J, Frommeyer B, Schewe G. Online shopping motives during the COVID-19 pandemic—lessons from the crisis. Sustain. 2020;12(24):1–20.

[3] Sheth J. Impact of Covid-19 on consumer behavior: Will the old habits return or die? Journal of Business Research. 2020;117:280–283.

[4] Rahmanov F, Mursalov M, Rosokhata A. Consumer behavior in digital era: Impact of COVID 19. Marketing and Management of Innovations. 2021;5(2):243–251.

[5] Vasilyeva T, Kuzmenko O, Bozhenko V, Kolotilina O. Assessment of the dynamics of bifurcation transformations in the economy. CEUR Workshop Proceedings. 2019;2422:134–146.

[6] Rosokhata A, Rybina O, Derykolenko A, Makerska V. Improving the classification of digital marketing tools for the industrial goods promotion in the globalization context. Research in World Economy. 2020;11(4):42–52.

[7] Roggeveen AL, Sethuraman R. How the COVID-19 pandemic may change the world of retailing. Journal of Retailing. 2020;96(2):169–171.

[8] Butu A, Brumă IS, Tanasă L, Rodino S, Vasiliu CD, Doboș S, et al. The impact of COVID-19 crisis upon the consumer buying behavior of fresh vegetables directly from local producers. Case study: The quarantined area of Suceava County, Romania. International Journal of Environmental Research and Public Health. 2020;17(15):1–25.

[9] Cruz-Cárdenas J, Zabelina E, Guadalupe-Lanas J, Palacio-Fierro A, Ramos-Galarza C. COVID-19, consumer behavior, technology, and society: A literature review and bibliometric analysis. Technological Forecasting and Social Change. 2021;173.

[10] Karimi S, Holland CP, Papamichail KN. The impact of consumer archetypes on online purchase decision-making processes and outcomes: A behavioural process perspective. Journal of Business Research. 2018;91(May):71–82.

[11] Schiffman LG, Kanuk LL, Brewer. SW. Consumer behaviour: Global and Southern African perspectives. Pearson; 2014.

[12] Peter JP, Olson. JC. “Consumer behavior & marketing strategy, trans.” Diah Tantri Dwiandani, Consumer Behavior & Marketing Strategies. Salemba Empat; 2014.

[13] Kotler P, Keller. KL. “Marketing management (15th global ed.).” 15th ed. England: Pearson; 2016.

[14] Sugiyono. Metode Penelitian Kuantitatif. Bandung: Alfabeta; 2018.

[15] Dahlan MS. Sample size and sampling method (3rd ed.). Jakarta: Salemba Medika; 2017.

[16] Ghozali I. Structural equation medoling and partial least square (4 ed.). 4th ed. Semarang: Universitas Diponegoro; 2014.