Consumer Behavior in the Covid-19 Pandemic Era on the Purchase Decision Process at the Shopee Marketplace in Garut
Husni Muharam, Rahyuniati Setiawan, Muhammad Arip Ramdani, Tiara Raras Pramudita

Universitas Garut

Abstract

This research is entitled ^Consumer Behavior in the Covid-19 Pandemic Era on the Purchase Decision Process at the Shopee Marketplace in Garut Regency^. The purpose of this study, among others, is to find out how the influence of consumer behavior in the era of the covid-19 pandemic on the purchasing decision process at the shopee marketplace in Garut Regency. With quantitative descriptive research methods, the authors conducted research on 100 respondents. The analysis technique used here is data analysis (SEM) with Structural Equation Modeling (PLS) with variance-based Partial Least Square alternative using the SmartPLS version 3.0 program.
Based on the results of the study indicate that consumer behavior has an effect on the purchasing decision process, these results have been tested by hypothesis testing. The conclusion in this study is that there is a partially significant effect. So it is recommended for researchers who will conduct this research to be able to deepen existing research and be able to find out what variables can affect a buying decision process in addition to consumer behavior that has been studied in this study.

Keywords: Consumer Behavior, Purchase Decision Process, data analysis (SEM PLS)

Topic: Management (HR, Marketing, Finance, Operational, and Strategic Management)