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Muharam, H., Setiawan, R., Arip Ramdani, M., & Raras Pramudita, T. (2023). Consumer Behavior in the Covid-19 Pandemic Era on the Purchase Decision Process at the Shopee Marketplace in Garut Regency. KnE Social Sciences, 8(12), 645–655. https://doi.org/10.18502/kss.v8i12.13712

https://doi.org/10.18502/kss.v8i12.13712

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authors

  • Husni Muharam

    Husni Muharam

    Universitas Garut, JL. Raya Samarang No. 52A, Garut, Indonesia
    https://orcid.org/0009-0001-3082-8090
  • Rahyuniati Setiawan

    Rahyuniati Setiawan

    Universitas Garut, JL. Raya Samarang No. 52A, Garut, Indonesia
  • Muhammad Arip Ramdani

    Muhammad Arip Ramdani

    Universitas Garut, JL. Raya Samarang No. 52A, Garut, Indonesia
  • Tiara Raras Pramudita

    Tiara Raras Pramudita

    Universitas Garut, JL. Raya Samarang No. 52A, Garut, Indonesia

Published Date

  • Jul 18, 2023

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

KnE Social Sciences / Transdisciplinary Symposium on Business, Economics, and Communication (TSBEC 2022) / Pages 645–655

Abstract

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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