CHANGES IN CONSUMER BEHAVIOR DURING AND PREDICTION AFTER COVID-19 PANDEMIC IN INDONESIA
The number of COVID-19 cases continues to increase and has spread to all parts of the world, including Indonesia. This increasingly crisis situation has forced the government to issue several new regulations that also change the pattern of people's habits in carrying out activities and consum...
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| Format: | Final Project |
| Language: | Indonesia |
| Online Access: | https://digilib.itb.ac.id/gdl/view/61140 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | The number of COVID-19 cases continues to increase and has spread to all parts of the world, including
Indonesia. This increasingly crisis situation has forced the government to issue several new regulations
that also change the pattern of people's habits in carrying out activities and consuming goods. Indonesian
consumption during this pandemic was different from before the pandemic, they paid more attention to
their health aspects. This study aims to determine changes in consumer behavior during and predictions
after the COVID-19 pandemic. The things studied relate to several product categories and the factors that
cause these changes. This study uses a qualitative approach by collecting data through the interview
method to find out changes in consumer behavior in consuming products during and predictions after the
pandemic has passed. The sample of this research is people who have middle to upper economy and feel
the impact of COVID-19 pandemic. In the data analysis process, the writer uses content analysis method,
manual coding, and sign test. The results of research conducted on 68 respondents showed that not all
categories experienced significant changes from before the pandemic to the time of the pandemic, only the
fashion and cooking utensils categories experienced significant changes. For during the pandemic and
their predictions after the pandemic, it shows that all categories have not experienced significant changes.
The factors that make the change are purchasing power, mobility restriction, new needs, and customer
dependence on old habit factors. The findings from this research will be useful for marketers and
businesses to be able to make marketing strategies in marketing and selling their products during and after
the pandemic in Indonesia. |
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