Pengaruh implementasi protokol Covid-19 terhadap purchase intention dan purchase decision di Starbucks area Kota Bogor
Date
2021Author
Yusuf, Fauzan Aditiya
Hubeis, H Musa
Widyastuti, Hardiana
Metadata
Show full item recordAbstract
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.
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- UT - Management [3443]