Pengaruh implementasi protokol Covid-19 terhadap purchase intention dan purchase decision di Starbucks area Kota Bogor

Abstract

Indonesia menjadi salah satu negara yang terdampak pandemi Covid-19. Pada pandemi ini terdeteksi 3.194.733 kasus positif, 560.278 kasus aktif, 2.549.692 sembuh, dan 84.766 wafat di Indonesia. Dampak dari Covid-19 merubah keadaan kehidupan normal dan menciptakan ‘new normal”, dengan menerapkan 3M: menggunakan masker, membersihkan tangan dengan menggunakan sabun, dan menjaga jarak. Karena hal tesebut, Starbucks harus beradaptasi dalam fase new normal untuk meningkatkan kembali penjualan. Tujuan penelitian Mengidentifikasi karakteristik konsumen di Starbucks area Kota Bogor, Menganalisis pengaruh protokol Covid-19 terhadap purchase intention dan purchase decison di Starbucks area Kota Bogor. Pada penelitian ini digunakan teknik sampling non-probability, yaitu teknik convinience sampling dan dengan teknik analisis data SEM-PLS (Structural Equation Modeling-Partial Least Square) dengan jumlah 100 responden yang memiliki karakteristik yang pernah membeli produk Starbucks. Hasil dari penelitian ini menyatakan bahwa variabel protokol covid-19 tidak memiliki pengaruh terhadap purchase intention, tetapi protokol covid-19 dan purchase intention berpengaruh signifikan terhadap purchase decision.

Indonesia is one of the countries affected by the Covid-19 pandemic. During this pandemic, 3,194,733 positive cases were detected, 560,278 active cases, 2,549,692 recovered, and 84,766 died in Indonesia. The impact of Covid-19 changes normal living conditions and creates a 'new normal', by implementing 3M: using masks, cleaning hands with soap, and maintaining distance. Because of this, Starbucks had to adapt to the new normal phase to increase sales returns. The objectives of this study are: To identify the characteristics of consumers at Starbucks in the Bogor City area, to analyze the effect of the Covid-19 protocol on purchase intention and purchase decisions at Starbucks in the Bogor City area. In this study, non-probability sampling techniques were used, namely the convenience sampling technique and the SEM-PLS (Structural Equation Modeling Partial Least Square) data analysis technique with a total of 100 respondents who had characteristics who had bought Starbucks products. The results of this study stated that the variables of the covid-19 protocol had no effect on the purchase intention, while the covid-19 protocol and purchase intention had a significant effect on the purchase decision.