PENGARUH MOTIVASI HEDONIS, UTILITARIAN DAN EXIGENCY TERHADAP PEMBELIAN PRODUK YANG DIMEDIASI OLEH KRISIS COVID-19

Abstract

Adanya pandemi Covid-19 juga berdampak pada perubahan pola hidup masyarakat sehingga mengharuskan masyarakat untuk mampu beradaptasi dengan kebiasaan baru. Dalam skenario ini, kekhawatiran yang jelas muncul bagi perusahaan dan pemerintah yang  memastikan bagaimana perilaku pembelian konsumen akan terpengaruh oleh krisis Covid-19. Tujuan dari penelitian ini adalah untuk memahami bagaimana motivasi dan perilaku pembelian konsumen di tengah krisis yang diakibatkan pandemi covid-19. , jenis penelitian ini merupakan penelitian kuantitatif-hipotesis testing research. Teknik pengambilan sampel yang digunakan adalah convenience sampling. Hasil penelitian terhadap konsumen di masa krisis menunjukkan bahwa variabel hedonic berpengaruh negatif dan tidak signifikan terhadap variabel Overall Covid – 19 Crisis Awerness , variabel Purchasing Categories basic needs product, dan variabel Purchasing Categories non basic needs product . Variabel utilitarian  berpengaruh positif dan tidak signifikan terhadap variabel Overall Covid – 19 Crisis Awerness , variabel Purchasing Categories basic needs product , dan variabel Purchasing Categories non basic needs product. Variabel exigency berpengaruh positif dan signifikan terhadap variabel Overall Covid – 19 Crisis Awerness, variabel Purchasing Categories basic needs product, dan variabel Purchasing Categories non basic needs product .

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Published
2022-06-01
How to Cite
Fallo, A. and Goetha, S. (2022) “PENGARUH MOTIVASI HEDONIS, UTILITARIAN DAN EXIGENCY TERHADAP PEMBELIAN PRODUK YANG DIMEDIASI OLEH KRISIS COVID-19”, Sebatik, 26(1), pp. 259-269. doi: https://doi.org/10.46984/sebatik.v26i1.1566.
Section
Articles