CONSUMER BEHAVIOR ON ONLINE FOOD PURCHASE DECISION DURING THE COVID-19 PANDEMIC

  • Rahmalia Lestari President University
  • Genoveva Genoveva President University
Keywords: Social Distancing, Covid-19, Consumer Behavior, Purchase Decision, online transportation

Abstract

The Covid-19 pandemic that has been going on since March 2020 in Indonesia has certainly caused a crisis not only in the health sector, but also in the economic crisis. Social restrictions imposed in various regions to suppress the spread of the spread of the corona virus have further weakened the wheels of the economy significantly, especially in the restaurant sector. The purpose of this study is to determine the factors that can influence consumer spending behavior during the Covid-19 pandemic on their decision to purchase food using online transportation (Grabfood and Gofood). This research is a quantitative research with a population of users of food delivery applications during the pandemic. The results showed that the value of coefficient of determination (R2) for the shopping behavior variable was 0.573. It can be concluded that the percentage of social, psychological, and personal value on shopping behavior was 57.3%. For the value on the R-Square obtained by the purchasing decision variable is 0.714. Therefore, it can be explained that shopping behavior affects purchasing decisions by 71.4%, the remaining 28.6% is influenced by other independent variables
Published
2021-05-23