THE INFLUENCE OF ONLINE GROCERY SHOPPING CUSTOMER EXPERIENCE ON CUSTOMER BEHAVIORAL RESPONSE DURING COVID-19 PANDEMIC

• Main Author: Kusmira Sari, Sherina
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/49569
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic era affecting people's lifestyles which considering the health protocol of physical distancing. This phenomenon creates a great impact on the business, especially for customer behavior. The shifting buying pattern that changes to online-based results in growth momentum in the online grocery sector. According to McKinsey Company, there is a significant increase between the prediction and the current grocery users which reach 17% during the COVID-19 pandemic which was previously estimated to have growth of only less than 2% until 2022. Therefore, it is important to analyze how the online grocery customer experience, as the key for the online platform, influences the customer behavioral response which also can explain whether the shifting buying behavior to online grocery shop become permanent after COVID-19 pandemic. The research conducted using quantitative approach which gathered 410 respondents from the online questionnaire. Through data analysis using PLS-SEM, the results show that enjoyment is the customer experience which affect the most to customer repurchase intention. There is a change in the shifting behavior from offline to online after pandemic although it is not the main shopping activities for Indonesian grocery shoppers. In addition, this research also finds out that the online grocery customers repurchase intention is not only affected by the customer experience but also from the other factors that needed to be explored through the future research. This study applied the quantitative approach to gain data that give insights to the research. The research will add the knowledge to further research and provide insights for a managerial point of view on the online retail industry.