THE IMPACT OF CUSTOMER BUYING BEHAVIOR TOWARDS SMALL AND MEDIUM ENTERPRISES (SMEs) PERCEPTION DURING PANDEMIC (COVID-19) IN JOHOR

The objective of this study is to identify the conceptual framework of customer buying behavior and Small Medium Enterprises perception during Pandemic Covid-19 in Johor. The variables consist of Customer Buying Behavior (panic buying, herd mentality, role of the media in influencing consumer behavior) as an independent variable and Small and Medium Enterprises (SMEs) perception during Pandemic Covid-19 as the dependent variable. This study adopted a quantitative approach using IBM SPSS version 26. The survey was conducted on Johor SMEs firms. The conceptual framework has been developed in this study. The expected findings show there is a positive relationship between herd mentality, panic buying, and the role of the media have significant relationship toward SMEs enterprises during Pandemic Covid-19 in Johor.