CONSUMER BEHAVIOR CHANGES IN SHOPPING AFTER THE COVID-19 PANDEMI - Eka Purna Yudha; Tasya Regita Prasetyo; Shafyra Nuruzzakiya M; Ulya Rahmah; Pitariani Halawa (Jurnal Apresiasi Ekonomi, 2023)
ABSTRAKPerkembangan bisnis ritel di Indonesia sudah mulai pesat di beberapa kota besar, termasuk diantaranya Kota Bogor. Berkembanganya ritel modern di kota bogor dipengaruhi oleh populasi penduduk, jumlah rumah tangga dan pendapatan perkapita. Laju pertumbuhan penduduk pada tahun 2018 mencapai 1,53% (BPS kota Bogor, 2018). Untuk mengetahui perubahan perilaku konsumen terhadap ritel tradisional dan modern di masa pandemi covid-19 dalam penelitian ini, digunakan metode analisis deskriptif. Dari hasil survey yang dilakukan kepada 45 responden di kota bogor, maka dapat disimpulkan bahwa terdapat perubahan perilaku belanja konsumen dalam berbelanja di pasar tradisional dan modern. Sebelum pandemi covid-19 terjadi, mayoritas responden memilih untuk berbelanja langsung, baik di tukang sayur, warung, maupun minimarket dan supermarket di sekitar rumah. proporsi belanja konsumen melalui e-commerce masih rendah. Namun setelah pandemi covid-19 melanda, tren berbelanja secara online mulai meningkat. Selain perubahan preferensi konsumen dalam berbelanja, terdapat juga perubahan frekuensi belanja konsumen. Dapat dilihat frekuensi berbelanja konsumen cenderung berkurang setelah adanya wabah covid-19. Factor-faktor penting yang mungkin memengaruhi hal tersebut adalah factor keamanan, dimana setelah adanya covid-19, masyarakat akan bersikap lebih waspada memilih untuk berbelanja tanpa adanya kontak langsung antara penjual dan pembeli agar resiko terpapar virus covid-19 dapat diminimalisir.Kata Kunci : Covid-19, Perilaku Konsumen, Kota Bogor ABSTRACTThe development of the retail business in Indonesia has begun rapidly in several big cities, including the city of Bogor. The development of modern retail in the city of Bogor is influenced by population, number of households and per capita income. The population growth rate in 2018 reached 1.53% (BPS city of Bogor, 2018). To find out changes in consumer behavior towards traditional and modern retail during the Covid-19 pandemi in this study, a descriptive analysis method was used. From the results of a survey conducted on 45 respondents in the city of Bogor, it can be concluded that there is a change in consumer spending behavior in shopping at traditional and modern markets. Before the Covid-19 pandemi occurred, the majority of respondents chose to shop directly, both at vegetable vendors, stalls, as well as minimarkets and supermarkets around the house. the proportion of consumer spending through e-commerce is still low. However, after the Covid-19 pandemi hit, the trend of online shopping began to increase. In addition to changes in consumer preferences in shopping, there are also changes in consumer spending frequency. It can be seen that the frequency of consumer shopping tends to decrease after the Covid-19 outbreak. Important factors that might influence this are the safety factor, where after the outbreak of Covid-19, people will be more vigilant in choosing to shop without direct contact between sellers and buyers so that the risk of exposure to the Covid-19 virus can be minimized. Keywords: Covid-19, Consumer Behavior, Bogor City