Analisis Perilaku Belanja Online Selama Masa Pandemi COVID-19

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Nugroho Hardiyanto
Arie Indra Gunawan
Wahyu Rafdinal
Nur Choirul Afif


Belanja online saat ini menjadi fenomena yang menarik di Indonesia. Data menunjukkan perkembangan yang sangat pesat terjadi dari segi konsumen online, apalagi ketika masa pandemi covid-19. Dengan banyaknya jumlah konsumen yang tidak bisa melakukan aktifitas sehari-hari atau karantina dirumah, menjadikan peningkatan yang signifikan pada belanja online. Mempelajari perilaku konsumen perlu dilakukan karena berkaitan dengan keputusan pembelian. Tentunya hal ini menjadi penting untuk mengetahui perilaku pembeli online selama masa pandemi COVID-19. Penelitian ini menggunakan teknik analisis structure equational model – Partial least square. Jumlah sampel dalam penelitian ini adalah 300 sampel.  Hasil penelitian ini menunjukan bahwa perilaku belanja online pada masa Pandemi COVID-19 dipengaruhi oleh factor persepsi pribadi seperti kepercayaan, kenyamanan, kemudahan, dan keamanan. Penelitian ini dapat memberikan manfaat bagi perusahaan atau toko online dalam menarik konsumen untuk berbelanja selama pandemic Covid-19


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Hardiyanto, N., Indra Gunawan, A., Rafdinal, W., & Afif, N. C. (2021). Analisis Perilaku Belanja Online Selama Masa Pandemi COVID-19. Jurnal Riset Bisnis Dan Investasi, 6(3), 120-130.
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