Consumer Behavior in the Covid-19 Pandemic Era on the Purchase Decision Process at the Shopee Marketplace in Garut Regency


This study aims to find out how consumer behavior in the era of the Covid-19 pandemic affects the purchase decision-making process in the retail market of Garut Regency. Using quantitative descriptive research methods, the authors conducted a survey of 100 respondents. The analysis technique used here is data analysis with structural equation modeling capability using SmartPLS version 3.0. Based on the research findings that show that consumer behavior influences the purchase decision process, these findings were tested through hypothesis testing. This study argues that the effect is partially significant. Therefore, it is recommended that researchers conducting this study deepen the existing research and find out which variables can influence the purchase decision process in addition to the consumer behavior studied in this study.

Keywords: consumer behavior, Covid-19, purchase decision process

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