Izdihar, Fairuzah Najla (2022) Analysis of Consumer Behavior in the Covid-19 Pandemic Era in Online Purchase Decisions at Shopee E-Commerce (Case Study of Semolowaru Village, Sukolilo District, Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to find out how consumer behavior among housewives and employees makes online purchasing decisions at e-commerce shopee during the covid-19 pandemic. In this study using a qualitative approach where housewives and employees who live in the village of Semolowaru become respondents in this study, data collection is done by means of observation, interviews and documentation. Then after collecting interview data, it was found that the consumer behavior of housewives and employees was influenced by several factors, namely social factors, cultural factors, and psychological factors. The COVID-19 pandemic has changed the surrounding environment which resulted in changing consumer behavior, the changes felt by respondents, namely an increase in transactions when the PSBB was implemented, was influenced by social factors. Then 4 respondents chose to use shopee because they had been used to using shopee since before the pandemic, this made respondents more confident in using shopee because of their previous experience and also the respondents admitted that they would still actively use shopee even though the covid-19 pandemic was over because the products sold were cheaper. On the psychological factor, respondents consciously choose shopee because there are many vouchers offered and free shipping which makes it easier for respondents to be considered more profitable, and respondents believe and believe in shopee because they often make purchases, from many purchases made by respondents, they learn to gain confidence. Keywords: Consumer Behavior, Online Purchasing Decisions, E-Commerce Shopee, The Covid-19 Pandemic
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Perilaku Konsumen, Keputusan Pembelian Secara Online, E-Commerce Shopee, Pandemi Covid-19 |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1211800328 Fairuzah Najla Izdihar |
| Date Deposited: | 05 Oct 2022 07:46 |
| Last Modified: | 05 Oct 2022 07:46 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/18766 |
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