CHANGES IN CONSUMER BEHAVIOR DURING AND PREDICTION AFTER COVID-19 PANDEMIC IN INDONESIA

• Main Author: Tresna Putri, Rayhanadytia
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/61140
• Institution: Institut Teknologi Bandung

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.