IDENTIFICATION OF FACTORS ESTABLISHING CONSUMER BEHAVIOR OF FASHION DEPARTMENT STORE DURING THE NEW NORMAL OF COVID-19 IN INDONESIA

• Main Author: Apriliani Rahayu, Anita
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/58065
• Institution: Institut Teknologi Bandung

The covid-19 left a vast impact on every aspect of life. In Indonesia, the government issued a social restriction to constrict the spread of coronavirus outbreaks. One of the policies was to limit the operation of marketplaces such as fashion department stores. There have been changes in consumer behavior as people seem to carry out activities at home, a reduction of discretionary goods purchases such as fashion, and an increase of e-commerce purchases. The social restriction issued by the government made a negative impact on the Indonesian economic state that they decided to loosen the policy or better known as the New Normal. Amidst the social restriction being loosened, consumers still did not go to the offline stores at once as before the pandemic. It happened since there are still some worries about health risks regarding Covid-19. This research aims to identify the forming factors of fashion department stores' consumer behavior in the New Normal of Covid-19. There had been some researches related to consumer behavior during the New Normal both in Indonesia and overseas. However, more specific research regarding consumer behavior of fashion department stores has yet to be found. Thus, further research is necessary for that the previous studies were still in the general context. Besides, foreign research about consumer behavior might be distinct from Indonesia's, considering the differences in social and cultural backgrounds. This research used the factor analysis method, and the data were collected online using Google Forms to 258 respondents in the big cities of Indonesia. The results showed eight factors that determine the consumer behavior in fashion department stores during the New Normal. Those factors include retail density, stores attributes, experience, hedonism, physical product, public space, motivation, and price