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Agus Suyatno
Universitas Duta Bangsa Surakarta
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Journal : Jurnal Bisnisman : Riset Bisnis dan Manajemen

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Consumer Shopping Preferences and Social Media Use During Covid-19 Pandemic Gunaningrat, Rayhan; Purwandari, Suci; Suyatno, Agus; Hastuti, Indra
Jurnal Bisnisman : Riset Bisnis dan Manajemen Vol 3 No 2 (2021): Jurnal Bisnisman : Riset Bisnis dan Manajemen
Publisher : Universitas Nusa Putra

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Abstract

This study empirically investigates the relationship between social media use at home and consumer shopping preferences during Covid-19 pandemic in an emerging country, Indonesia, using survey data. This study focus on popular consumer retail stores including online retail stores such as Tokopedia, Shopee, Lazada and KlikIndomaret, as well as brick-and-mortar retail stores, such as Indomaret, Alfamart, Super Indo, and Transmart. Social media use of popular platforms such as Instagram, Facebook, YouTube, Twitter, Line, and LinkedIn are analyzed. The results of our analysis found that the use of Instagram, Facebook, YouTube, Twitter and LinkedIn at home is associated with consumer shopping preferences at online retail stores such as Tokopedia, Shopee, Lazada, and KlikIndomaret. In addition, our analysis revealed that the use of these social media platforms at home is associated with consumer shopping preferences at brick and mortar retail stores such as Alfamart, Indomaret, and Super Indo. Interestingly, there is no significant association between social media use at home and consumer shopping preferences at Transmart brick-and-mortar stores. Media Richness Theory and Strength of Weak Ties Theory help explain the results of this study. Retail stores need to consider which social media platform is more effective for implementing their marketing strategy. The results of this study can be used as a reference in developing a retail store marketing strategy through social media.
Co-Authors A. Ary Setyawan Adil Sulistyo, Hestuningtyas Agustinus, Jati Wahyono Aini, Febyanti Nur Aji, Nagasa Waka Akhmad, Khabib Alia Alia Akhmad, Khabib Alya Ayu Patricia, Bellinda Ananda Nur Wahit Antin Okfitasari, Antin Anwar, Muh. Abduh. Aris Prio Aris Prio Agus Santoso Aristin, Checilia Ayuningtias Putri Arum, Rosita Sekar Asdi Asdi Aslichah, Aslichah Azizi, Muhammad Cahyaningrum, Adinda Cholifatu Rohmah Chotidjah Suhatmi, Erna Citra Arta, Deddy Novie Darwan Tanady desi kristanti, desi Dinda Saraswati Dwi Nurani Prasetyawati Erna Chotidjah Suhatmi Esti Dwi Rahmawati Fadila, Sarah Faizah, Erna Nur Fatimah Malini Lubis Ferdy Leuhery Gunaningrat, Rayhan Habiibika Baaq, Shalli Haq, Adam Munirul Hasanudin Hasanudin Herdiyanti Herdiyanti Heriswanto Indra Hastuti Indra Hastuti, Indra Indra Krishernawan Intan Oktaviani Irma Hakim Jayanto, Imam Karina Sukardi Karyono Karyono Khabib Alia Akhmad Klemens Mere Krishernawan, Indra Kusuma, Dadang Heri Kusumaningtyas, Daru Putri LAUNTU, ANSIR Lestari, Retna Dewi Leuhery, Ferdy Lyly Katniaty M. Dakhri Sanusi Moh Muhtarom Moh. Muhtarom, Moh. Muh. Abduh Anwar Muhammad Ade Kurnia Harahap Muhammad Annang Fahmi Roziq Muhammad Asir Muhtarom, M. Muhtarom, M. Mulyadi Nasrudin, Rifqi Ahmad Ningsih, Lili Mulya Novemy Triyandari Nugroho Nurhayati, Wina PA Andiena Nindya Putri Pancaningsih, Rahayu Purwandari, Suci Puspita Sari, Desya Putra, Ramadhani Kirana Putri Karisma Putri Kusumawati Rachman Haryadi, Ari Rahayu Pancaningsih Rahmawati, Esti Dwi Rahmawati, Wiedy Ramadhan, Ariefna Rizki Restiana, Della Rika Hasanah Safitri Nur Safitri, Rieke Alisyiya Nur Santosa, Aris Prio Agus Sari Zulfiana Hasan Saryadi Saryadi Shahirah, Rosida Apriliana Sucipto, Imam Sukmawati, Rita Sulaeman, Moh. Muklis Sulistyo, Hestuningtyas Adil Suyitno Suyitno Syarifuddin Arief Tirta Mulyadi Tontong, Siske Tri Apriyono Tri Djoko Santosa Trya Deo Damayanti, Lista UMAR MARHUM Umi Hanifah Vera Herlina Mustari Widjayanti, Carolina Ety Widyawati, Aap Wijiyanto Winarso Aji, Alpian Wiyadi Wiyadi Wiyadi Wiyadi Yuniarta, Amanda Zanuar Bayu Pamungkas