Factors Influencing Online Shopping Behavior In The Covid-19 Pandemic Period Of MSME Products In The Bogor Region
Keywords:
MSME Products, Online Shopping Behavior, Covid-19 Pandemic
Abstract
The aimed of the study was to determine the effect of the External Subject Norm, the Covid-19 Pandemic, the Internal Subject Norm, Hedonic Motivation, and Perceived Usefulness on online shopping behavior for MSME products in the Bogor area during the Covid-19 pandemic. This study uses a quantitative method and the population is consumers who have purchased MSME products online. This research uses non-probability sampling technique and purposive sampling approach. Data collection by distributing questionnaires via google form with 272 respondents. Data analysis was tested using multiple linear regression tests, the coefficient of determination and hypothesis testing. The results showed that the variables Hedonic Motivation, Perceived Usefulness, Internal Subject Norm, and the Covid-19 Pandemic had a significant and simultaneous effect on online shopping behavior for purchasing MSME products in the Bogor area. Partially, External Subject Norms and Perceived Usefulness have a significant effect on online shopping behavior, while Internal Subject Norms, Hedonic Motivation, and the Covid-19 Pandemic have no significant effect. The implication of this research for MSME actors who market their products online is to pay attention to the factors that influence online shopping behavior for MSME products in the Bogor area.
References
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[32] Pookulangara, S. dan P. Natesan. (2010). Examining Consumer' Channel-Migration Intention Utilizing Theory of Planned Behavior: A Multigroup Analysis. International Journal of Electronic Commerce Studies 1(2): 97-116.
[33] Pasaribu, P.N. 2021 With the Covid-19 pandemic serving as a moderating variable, students' behavioral intentions to adopt mobile banking. Education and Economics Science Meet, Duconomics Sci-meet, 1, 402-413.
[34] Shiau, W. L., dan H. C. Wu. (2013). Using Curiosity and Group-buying Navigation to Explore the Influence of Per- ceived Hedonic Value, Attitude, and Group-buying Behavioral Intention. Academy Publisher: 2169-2176.
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[2] Arda, M., & Andriany, D. (2019). Analisis Faktor Stimuli Pemasaran Dalam Keputusan Pembelian Online Produk Fashion Pada Generasi Z. Festival Riset Ilmiah Manajemen Dan Akuntansi, 6681(2), 433–440.
[3] Assidiqi, H. (2009). Analisis Faktor_Faktor Yang Mempengaruhi Perilaku Keputusan Konsumen Dalam Pembelian On-Line (E-Commerce) Untuk Kategori Industri Barang Elektronik (Komputer) Di Jakarta Dan Bandung. [Binus Higher Education].http://eprints.binus.ac.id/10043/
[4] Abadi, H. R. D., Ranjbarian, B. dan Zade, F. K. (2012). Investigate the Customers' Behavioral Intention to Use Mobile Banking Based on TPB, TAM and Perceived Risk (A Case Study in Meli Bank), International Journal of Academic Research in Business and Social Sciences, 2(10), pp: 312-322.
[5] Arifah, N. (2020). Manajemen Perubahan Dalam Mewujudkan Madrasah Berprestasi. Jurnal Ilmu Pendidikan, 4.
[6] Apriliana, N. S., & Utomo, E. P. (2019). Pengaruh Intensitas Melihat Iklan di Instagram terhadap Pengetahuan dan Perilaku Konsumtif Remaja Putri. Jurnal Komunikasi, 13(2), 179-190.
[7] Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65-77
[8] Antaranews. (2021). https://id.berita.yahoo.com/bupati-bogor-sebut-beli-produk-135533652.html
[9] Caecilia Vemmy,S. 2012. Faktor-Faktor yang Mempengaruhi Intensi Berwirausaha Siswa SMK. Jurnal Pendidikan Vokasi. 2 (1): h: 117-126
[10] Delafrooz, N., L. H. Paim dan A. Khatibi. (2010). Students’ Online Shopping Behavior: An Empirical Study. Journal of American Science 6(1): 137-147.
[11] Dlodlo, N. (2014). Developing An Online Shopping Value Framework For Consu- mers Of Non-Store Fashion Brands. International Business & Economics Research Journal 13(6): 1360-1363.
[12] Forsythe, S., Liu, C., Shannon, D., & Gardner, L. C. (2006). Development of A Scale to Measure The Perceived Benefits and Risks of Online Shopping. Journal of Interactive Marketing, 20(2), 55–75. https://doi.org/10.1002/dir.
[13] Hervina, R.D., Kaban, R.F., dan Pasaribu, P.N. (2021). Keputusan Pembelian Konsumen Gofood di Masa Pandemi Covid-19: Dampak Kesadaran Halal dan Harga 133-140 pada Innovator, 10(2).
[14] Hardiawan, A. C. (2014). Pengaruh Kepercayaan, Kemudahan dan Kualitas Informasi terhadap Keputusan Pembelian secara Online. Jurnal Teknologi. Fakultas Ekonomika Dan Bisnis Universitas Diponegoro Semarang.
[15] Ika, F. et al. (2020). Startegi Manajemen Bisnis Pasca Pandemi Covid-19. Indonesia Journal of Social Sciences and Humanities, 1(3), 107–115.
[16] Khairil Hamdi, Dorris Yadewani, R. W. (2021). Pemanfaatan Media Sosial Instagram Dalam Mendukung Promosi Usaha. 1(09068203), 73–77.
[17] Koch, J., Frommeyer, B., & Schewe, G. (2020). Online shopping motives during the COVID-19 pandemic—lessons from the crisis. Sustainability (Switzerland), 12(24), 1–20. https://doi.org/10.3390/su122410247
[18] Kurniawan, David., Semuel, Hatane and Japarianto, Edwin. (2013). Analisis Penerimaan Nasabah Terhadap Layanan Mobile Banking Dengan Menggunakan Pendekatan Tecgnology Acceptance Model dan Theory Of Reason Action, Jurnal Manajemen Pemasaran, 1(1), pp: 1-13.
[19] Kosasih, Dahlan Ahmad Fadili dan Nurul Fadilah (2013). Di Dealer Arista Johar pengaruh perilaku konsumen terhadap keputusan pembelian sepeda motor. April 2013 menandai edisi kesepuluh dari Journal of Management. Halaman 1135-1148.
[20] Khare, A. (2011). Influence Of Hedonic And Utilitarian Values In Determining Attitude Towards Malls: A Case Of Indian Small City Consumers. Journal of Retail & Leisure Property 9: 429–442.
[21] Koch, A., Yzerbyt, V., Abele, A., Ellemers, N., & Fiske, S. (2021). Social evaluation: Comparing models across interpersonal, intragroup, intergroup, several-group, and many-group contexts. Advances in Experimental Social Psychology, 63, 1–68.
[22] Kompas.com(2020), Kompas.com https://money.kompas.com/read/2020/07/10/152826026/pandemi-covid-19-pengaruhi-pola-belanja-apa-yang-jadi-tren?page=1
[23] Ling, K. C., L. T. Chai dan T. H. Piew. (2010). The Effects of Shopping Orientations, Online Trust and Prior Online Purchase Experience toward Customers’ Online Purchase Intention. International Busi- ness Research 3(3): 63-76.
[24] Ling, K. C., T. H. Piew dan L. T. Chai. (2010). The Determinants of Consumers’ Attitude Towards Advertising. Canadi- an Social Science 6(4): 114-126.
[25] Liang, T. P., & Lai, H. J. (2002). Effect of store design on consumer purchases: An empirical study of on-line bookstores. Information and Management, 39(6), 431– 444. https://doi.org/10.1016/S0378-7206(01)00129-X
[26] Lutfi, M., Buntuang, P. C. D., Kornelius, Y., Erdiyansyah, & Hasanuddin, B. (2021). The impact of social distancing policy on small and medium-sized enterprises (SMEs) in Indonesia. Problems and Perspectives in Management, 18(3), 492–503.
[27] Lee, P.C.B. & Wan, G., (2010). Including Subjective Norm and Technology Trust in the Technology Acceptance Model: A Case of E-ticketing in China. The DATABASE for Advances in
[28] Mardiani, I. E. dkk. (2013). Analisis Keputusan Pembelian Melalui Media Online (E-Marketing). Jurnal Ekonomi, 4(November), 151–161. https://media.neliti.com/media/publications/17909-ID-analisis-keputusan-pembelian-konsumen-melalui-media-online-e-marketing.pdf
[29] Merna M. M. Tompunu (2014). Analisis Motivasi, Persepsi, Pembelajaran, dan Sikap Konsumen Pengaruhnya Terhadap Keputusan Pembelian Di KFC Bahu Mall Manado. Jurnal EMBA Vol.2 No.3 September 2014.
[30] Media Indonesia (2020). https://mediaindonesia.com/humaniora/312984/bertahan-saat-pandemi-jokowi-ajak-masyarakat-beli-produk-lokal
[31] Nurmalia, N., Nurani, F., Publik, A., Administrasi, F. I., Brawijaya, U., & Timur, J. (2019). Strategi Kepemimpinan Dalam Perubahan Ekonomi G-20. (3), 1–12.
[32] Pookulangara, S. dan P. Natesan. (2010). Examining Consumer' Channel-Migration Intention Utilizing Theory of Planned Behavior: A Multigroup Analysis. International Journal of Electronic Commerce Studies 1(2): 97-116.
[33] Pasaribu, P.N. 2021 With the Covid-19 pandemic serving as a moderating variable, students' behavioral intentions to adopt mobile banking. Education and Economics Science Meet, Duconomics Sci-meet, 1, 402-413.
[34] Shiau, W. L., dan H. C. Wu. (2013). Using Curiosity and Group-buying Navigation to Explore the Influence of Per- ceived Hedonic Value, Attitude, and Group-buying Behavioral Intention. Academy Publisher: 2169-2176.
[35] Shanmugam, Arunagiri., Savarimuthu, Michael Thaz. and Wen, Teoh Chai. (2014). Factors Affecting Malaysian Behavioral Intention to Use Mobile Banking With Mediating Effects of Attitude, Academic Research International, 5 (2), pp: 236-253.
[36] Sugiyono. (2010). Metode Penelitian Pendidikan Pendekatan Kuantitatif, kualitatif, dan R&D. Alfabeta.
[37] Tseng, W.C. dan C.H. Chang. (2015). A Study of Consumers’ Organic Products Bu- ying Behavior in Taiwan- Ecologically Conscious Consumer Behavior as A Segmentation Variable. International Proceedings of Management and Economy 84: 43-48.
[38] Ujang Sumarwan (2018). Perilaku Konsumen Edisi Kedua. Penerbit Ghalia Indonesia. Bogor
[39] Yolanda, Ega Pralin. (2017). Pengaruh Sikap Dan Norma Subjektif Terhadap Niat Mahasiswa Untuk Bersaing Menghadapi Masyarakat Ekonomi Asean (MEA). http://digilib.unila.ac.id/26181/3/SKRIPSI%20TANPA%20BAB%20PEMBAHASAN.pdf diakses 1 Februari 2020.
Published
2023-08-02
How to Cite
Hidayat, T., & Pasaribu, P. (2023). Factors Influencing Online Shopping Behavior In The Covid-19 Pandemic Period Of MSME Products In The Bogor Region. Proceeding of International E-Conference On Management & Small Medium Enterprise, 1(1), 350-360. Retrieved from http://prosiding.uika-bogor.ac.id/index.php/ICMSME/article/view/446
