ANALYSIS OF CONSUMER BEHAVIOR TOWARDS ONLINE FOOD PURCHASE DECISION DURING COVID-19 PANDEMIC IN MANADO

Abstract

Over time the use of technology has become a necessity for humans, the use of technology itself has been influential in helping and simplifying human work, one of which is the purchase of food online. However, at this time with the spread of the covid-19 virus, all industries in the world were shaken due to the lockdown policies for several countries and cities, as well as other policies aimed at preventing the spread of covid-19, this is the reason for researchers to find out to what extent changes that have occurred to people in making food purchases, especially buying food online at Manado. The purpose of this study was to determine the extent to which behavioral changes have occurred in consumers towards online food purchases during the pandemic that took place in Manado society, especially people who have made food purchases online. This study used qualitative research methods. The sample taken for this study amounted to 20 respondents taken from purposive sampling and snowball sampling techniques. Data collection instruments used in the form of interviews and observations. The final result of this study shows that during the Covid-19 pandemic, consumer behavior towards online food purchases has changed a lot because it is influenced by several factors such as cultural, social, personal, and psychological factors, as well as in buying food online factors such as brand selection, method of payment, as well as the time of purchase can influence purchasing decisions.

 

Keyword: consumer behavior, purchase decision, cultural, social, personal, psychological