Analisis Pola Perilaku Konsumen di UMKM Kedai Makan Salesa Trenggalek Sebelum dan Selama Pandemi Covid-19. (Analysis of Consumer Behavior Patterns in UMKM Kedai Makan Salesa Trenggalek Before and During the Covid-19 Pandemic)

Riantama, Ricky (2022) Analisis Pola Perilaku Konsumen di UMKM Kedai Makan Salesa Trenggalek Sebelum dan Selama Pandemi Covid-19. (Analysis of Consumer Behavior Patterns in UMKM Kedai Makan Salesa Trenggalek Before and During the Covid-19 Pandemic). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Penelitian ini dilatarbelakangi karena adanya perubahan perilaku konsumen yang terjadi dari sebelum dan selama pandemi Covid-19. Kondisi tersebut mempengaruhi keputusan melakukan pembelian sehinga pendapatan UMKM Kedai Makan Salesa menurun. Penelitian ini bertujuan untuk mengetahui dan menganalisis pola perilaku konsumen di UMKM Kedai Makan Salesa Trenggalek sebelum dan selama pandemi Covid-19 serta menemukan solusi dan strategi yang tepat dalam menjaga ketahanan dan kestabilannya agar terus berkembang. Penelitian ini menggunakan pendekatan kualitatif dengan jenis penelitian studi kasus. Teknik pengumpulan data yang digunakan adalah observasi, wawancara, dan dokumentasi. Teknis analisis data yang digunakan adalah reduksi data, paparan data, penarikan kesimpulan dan verifikasi. Sedangkan pengecekan keabsahan data menggunakan triangulasi sumber. Hasil dari penelitian ini adalah perbandingan perbedaan pola perilaku konsumen sebelum dan selama pandemi Covid-19 di UMKM Kedai Makan Salesa Trenggalek. Pada indikator mencari (searching) sebelum pademi Covid-19 perilaku konsumen cederung datang langsung ke warung sedangkan selama pandemi Covid-19 perilaku konsumen cederung memanfaatkan media sosial untuk memilih pilihan menu. Pada indikator membeli (purchasing) sebelum pandemi Covid-19 cenderung membeli secara langsung ke warung, sedangkan selama pandemi Covid-19 cenderung menggunakan layanan pesan antar. Pada indikator menggunakan (using) sebelum pandemi Covid-19 cenderung mengkonsumsi di tempat secara langsung sedangkan selama masa pandemi Covid-19 cederung mengkonsumsi di ruman masing-masing. Pada indikator mengevaluasi (evaluating) sebelum dan selama pandemi Covid-19 konsumen melakukan perilaku yang sama yaitu dengan menyampaikan secara langsung kepada pemilik kedai, atau menyampaikan dengan mengirim penilaian melalui pesan WhatsApp.

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