Faatikah, Thufailah Cintantya and Dr. Agung Yuniarinto (2022) Pengaruh Panic Buying Terhadap Keputusan Pembelian (Studi Pada Convenience Store Indomaret Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Keputusan pembelian konsumen dalam menanggapi peristiwa pandemi COVID-19 di mana konsumen membeli produk dalam jumlah yang luar biasa besar karena persepsi kelangkaan disebut panic buying. Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh perception (persepsi), fear of the unknown (ketakutan atas ketidaktahuan), coping behaviour (perilaku mengatasi masalah), social psychology (psikologi sosial) terhadap keputusan pembelian pada convenience store (minimarket) Indomaret Malang. Penelitian menggunakan sampel 151 responden, responden tersebut adalah individu yang telah berusia 17 tahun keatas dan telah menggunakan layanan convenience store Indomaret Malang. Analisis data yang dilakukan metode kuantitatif, analisis regresi linier berganda. Hasil penelitian ini menjukkan fear of the unknown, coping behaviour dan social psychology berpengaruh secara signifikan terhadap keputusan pembelian pada convenience store Indomaret Malang namun perception tidak berpengaruh signifikan terhadap keputusan pembelian pada convenience store Indomaret Malang. Hasil ini berarti bahwa keputusan pembelian pada convenience store Indomaret Malang dipengaruhi oleh fear of the unknown, coping behaviour dan social psychology sehingga convenience store Indomaret Malang perlu untuk meningkatkan pengaruh dari aspek yang terlihat oleh konsumen secara langsung
English Abstract
Consumers’ purchase decision in response to the Covid-19 pandemic, in which they buy goods in remarkably large quantities due to perceived scarcity, is called panic buying. The objective of this quantitative research is to identify and analyse the effect of perception, fear of the unknown, coping behaviour, and social psychology on purchase decisions made in Indomaret convenience stores or minimarkets in Malang. The samples are 151 people with the minimum age of 17 years who have made any purchase at Indomaret outlets in Malang. The results of the multiple linear regression analysis indicate that fear of the unknown, coping behaviour, and social psychology significantly influence the purchase decision made in Indomaret convenience stores in Malang, while the effect of perception is insignificant. This means that consumer’s decision to make purchases at Indomaret outlets is determined by fear of the unknown, coping behaviour, and social psychology. Therefore, Indomaret convenience stores in Malang need to increase the effect from aspects that are directly seen by their customers.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0522020342 |
| Uncontrolled Keywords: | panic buying, convenience store, keputusan pembelian, panic buying, convenience store, purchase decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 13 Mar 2023 07:37 |
| Last Modified: | 13 Mar 2023 07:39 |
| URI: | http://repository.ub.ac.id/id/eprint/197522 |
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Text (DALAM MASA EMBARGO)
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