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Jurnal Bisnis, Ekonomi, Manajemen, dan Kewirausahaan Abnus Publisher

The Impact of the COVID-19 Pandemic on Consumer Purchasing Power in the Online Retail Sectors

2021-05-16
Published
19-26
Pages
OPEN
Access
DA
Dwi Aprillita
Fakultas Bisnis dan Ilmu Sosial, Program Studi Akuntansi, Universitas Dian Nusantara, Jakarta, Indonesia
DP
Didin Hikmah Perkasa
Fakultas Bisnis dan Ilmu Sosial, Program Studi Akuntansi, Universitas Dian Nusantara, Jakarta, Indonesia
Abstract

Purpose: This study aims to know the influence pandemic COVID-19 on people’s purchasing power for the online retail sector.

Research Methodology: Research data were collected when the COVID-19 virus was announced in Indonesia, the implementation of the Large-Scale Social Restrictions or Pembatasan Sosial Berskala Besar (PSBB) policy in order to overcome the COVID-19 pandemic, then when the PSBB was re-announced, which was implemented and implemented, did not mean that providing for people’s living needs was stopped.

Results: This study found that ease of online shopping services and competitive product prices significantly influenced consumers’ online purchasing decisions during the COVID-19 pandemic. Simultaneously, all independent variables showed a significant effect on online shopping decisions, while product variety did not significantly affect purchasing decisions.

Conclusions: The COVID-19 pandemic accelerated the adoption of online retail purchasing behavior, where convenience and affordable pricing became the main drivers of consumer decisions. During the work-from-home period, consumers preferred online platforms that offered simple transactions and lower prices.

Limitations: This study was limited by the use of a relatively small sample size and focused only on selected variables such as convenience, price, and product factors. In addition, the research was conducted during a specific pandemic period, which may limit the generalizability of findings to normal economic conditions.

Contributions: This research contributes to the literature on consumer behavior by explaining how crisis situations such as COVID-19 reshape purchasing patterns toward online retail channels. The findings also provide practical insights for online retailers to improve service convenience and pricing strategies in uncertain environments.

COVID-19 Online Retailer Power Bay
How to Cite
Aprillita, D., & Perkasa, D. H. (2021). The Impact of the COVID-19 Pandemic on Consumer Purchasing Power in the Online Retail Sectors. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 1(1), 19-26. https://doi.org/10.52909/jbemk.v1i1.23
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How to Cite

Aprillita, D., & Perkasa, D. H. (2021). The Impact of the COVID-19 Pandemic on Consumer Purchasing Power in the Online Retail Sectors. Jurnal Bisnis, Ekonomi, Manajemen, Dan Kewirausahaan , 1(1), 19-26. https://doi.org/10.52909/jbemk.v1i1.23
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