CONSUMER BEHAVIOR IN THE COVID-19 PANDEMIC ERA ON THE PURCHASE DECISION PROCESS AT THE SHOPEE MARKETPLACE IN GARUT
- Prosiding Internasional
- Husni Muharam, Rahyuniati Setiawan, Muhammad Arip Ramdani, Tiara Raras Pramudita
- Book of Abstracts: Transforming Business Practics, Entrepreneurship, Contemporary Literature, Language Learning, and Sustainability on Post Pandemic (Transdisciplinary Symposium on Business, Economics, and Communication, Tahun 2022
Abstrak
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)
Lihat Dokumen