ANALISIS SIKAP KONSUMEN DI MASA PANDEMI COVID-19 DAN PENGARUHNYA TERHADAP KEPUTUSAN PEMBELIAN DI COFFEE SHOP JABODETABEK (IN PRESS)

Mokhamad Syaefudin Andrianto (Institut Pertanian Bogor)(1*), Andita Sayekti (Institut Pertanian Bogor)(2), Freddi Daniel (Institut Pertanian Bogor)(3),


(1) Institut Pertanian Bogor
(2) Institut Pertanian Bogor
(3) Institut Pertanian Bogor
(*) Corresponding Author

Abstract


The Covid-19 pandemic has a negative impact on various types of foods and beverages business including a coffee shop. The objective of this research is to analyze consumer attitudes during the Covid-19 pandemic and the influence of consumer attitudes during the Covid-19 pandemic on purchasing decisions at coffee shop. The sample of this research is 100 respondents in Jabodetabek (Jakarta, Bogor, Depok Tangerang, and Bekasi). Sampling methods using purposive sampling technique. Sampling data is collected by distributing questionnaires to consumers who had visited a coffee shop in Jabodetabek. The analysis data using Structural Equation Modeling method with Partial Least Squares. The results of the analysis show that consumers aware with the Covid-19 pandemic and its health protocols. Consumers also apply the government's Covid-19 health protocol. Consumer attitudes during this pandemic have a negative effect on purchasing decisions at coffee shop.

Keywords


Consumer Attitudes, Coffee Shop, Covid-19 Pandemic, Purchase Decision, SEM

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Copyright (c) 2021 Andita Sayekti, Freddi Daniel, Mokhamad Syaefudin Andrianto

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ISSN 2622-528X (Print) and ISSN 2598-5795 (Online)

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