PERILAKU BELANJA ONLINE PADA IBU RUMAH TANGGA DISAAT PANDEMI COVID-19 ( STUDI KASUS IBU RUMAH TANGGA DI ANJUN KARAWANG )
DOI:
https://doi.org/10.36805/manajemen.v6i1.1186Abstract
AbstrakPenyebaran wabah pandemi Covid-19 di negara Indonesia yang semakin cepat memang merubah interaksi antara bisnis dan pelanggan. Adanya kebijakan dari pemerintah terkait Covid-19 ini berupa larangan keluar masuk negara Indonesia, social distancing dan stay at home pada akhirnya merubah perilaku konsumen yang awalnya bebas melakukan transaksi bisnis maupun perdagangan yang secara offline berubah menjadi online. Penelitian ini bertujuan untuk mengetahui apakah para ibu rumah tangga wilayah Anjun melakukan pembelanjaan secara online disaat pandemic. Dalam penelitian deskriptif kuantitatif ini melibatkan sampel sebanyak 100 responden ibu-ibu rumah tangga di Anjun, Kabupaten Karawang. Hasil penelitian menunjukkan bahwa 83% responden sudah memiliki pengetahuan mengenai pembelanjaan online, sebanyak 72 % ibu rumah tangga di Anjun melakukan pembelanjaan secara online di masa pandemi, dan 52 % nya melakukan pembelanjaan online lebih dari dua kali dalam sebulan. Dengan alasan kesehatan dan menghindari tertularnya virus corona. Sehingga dapat disimpulkan bahwa banyak para konsumen atau pelanggan yang akhirnya merubah perilaku belanjanya menjadi online untuk menghindari wabah ini dan memudahkan dalam memperoleh barang-barang yang dibutuhkannya.
Kata Kunci: Perilaku Konsumen, Penjualan Online, Pandemi Covid-19.
Abstract
The increasingly rapid spread of the covid-19 pandemic outbreak in Indonesia has indedd changed the interaction between businesses and customers. There is a policy from the government regarding covid-19 in the form of a ban on entering and leaving the country of Indonesia, social distancing and staying at home in the end changing the behavior of consumers who are initially free to carry out business transaction or trade which turn offline to online. This study aims to determine whether yhe housewives of the Anjun region shop online during the pandemic. This quantitative descriptive study involved a sample of 100 housewives in Anjun, Karawang district. The results showed that 83% of respondents already have knowledge about online shopping, as many as 72 % of housewives in Anjun shop online during the pandemic, and 52 % shop online more than twice a month. For health reasons and avoiding contracting the corona virus. So it can be concluded that many consumers or customers have finally changed their shopping behavior online toavoid this outbreak and make it easier to get the goods they nedd.
Key words : consumer behavior,online sales,covid pandemic 19
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