The Shift of Consumer Online Purchase Behavior: Covid-19 Pandemic as A Situational Variable

Abstract

The spread of the Covid-19 pandemic affected many aspects of our daily lives. In Indonesia, the government implemented PSBB or big-scale social limitations to reduce the spread of the Covid-19 virus. It was not easy getting groceries and goods from the store, and E-commerce was a promising alternative to obtain goods without risking getting the Covid-19 virus. E-commerce is more convenient, cheaper, and safer as it does not require social interaction. This research aimed to compare data on consumer online purchasing behavior before, during, and after the Covid-19 pandemic. This research applied a quantitative approach by collecting primary data. The subjects for this research were 201 respondents that lived in Salatiga, Central Java, Indonesia, with a convenience sampling technique. Repeated measure ANOVA and Chi-square analysis were used to analyze the data collected from the questionnaire. The results indicated that the Covid-19 pandemic had influenced online shopping behavior regarding shopping frequency, product category, and budget spent.