ANALYZING THE IMPACT OF COVID 19 PANDEMIC TOWARD CONSUMER BEHAVIOR ON MATAHARI DEPARTMENT STORE IN MANADO TOWN SQUARE

Abstract

The purpose of this research is to analyze the impact of covid 19 pandemic on consumer behavior on Matahari Department Store located in Manado Town Square. This research used qualitative method. 15 Informants were interviewed through in-depth interview during the data process and the informants are the customer of Matahari Department Store in Manado Town Square and visit Matahari Department Store during the pandemic. The result of this research are the pandemic era made customer shift their shopping behavior from buying directly to the store into buy online through mobile apps and websites. Purposive sampling was used to provide a wealth of information about the subject.