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

Abstract

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