THE IMPACT OF THE COVID-19 PANDEMIC ON PURCHASING CHICKEN MEAT ONLINE (A CASE STUDY OF INDONESIAN CONSUMERS)

Abstract

Aim: This study analyses the characteristics of consumers who purchased chicken meat through online shopping channels during the COVID-19 pandemic. Respondents were asked how often they purchase chicken meat online, the types of chicken meat they purchased, and the main reason they purchase chicken meat online. Method: A total of 108 respondents completed the questionnaire through an online survey from August to September 2020. Non-parametric tests were applied to process the data. Results: The results show that in terms of purchasing chicken meat online, the majority of Indonesian consumers have shifted to online purchasing due to the outbreak of COVID-19. Young people, people with adequate income, the level of education, and gender have an impact on the frequency of purchasing chicken meat online. Conclusions: Most consumers shifted to purchasing chicken meat online during the COVID-19 pandemic, and in terms of sociodemographic factors, male consumers and young people are more concerned about the delivery procedure. The research provides evidence that Indonesian consumers shifted to the online purchasing of chicken meat during the COVID-19 pandemic, which means consumers adapted to the new situation.