The effect of Tokopedia marketplace promotion on consumer shopping behavior in the COVID-19 pandemic
Case study on Tokopedia marketplace users at Pesona Depok Estate Housing RT 002 RW 022
Keywords:
consumer, COVID-19 pandemic, marketplace, promotion, shopping behaviorAbstract
The government's COVID-19 policy limits the actions of all Indonesians. People's buying habits have shifted to internet shopping via increasing marketplaces. This is why product-producing enterprises and MSMEs use the Marketplace. Markets use promotional methods to attract internet customers. The author wants to know how Tokopedia's marketplace promotion affected consumer shopping behavior during the COVID-19 epidemic. This research employs the Consumer Behavior Theory to investigate a consumer's decision-making process. This quantitative research employs linear regression analysis. Pesona Depok Estate dwelling RT 002 RW 022, Depok, was the study site and sample. Purposeful sampling. A predefined number of samples received a Google Form questionnaire. The coefficient of determination (R2) is 0.610, which suggests Tokopedia's marketing affected 61% of customer purchase behavior during the COVID-19 epidemic. Shopee's advertising affected customer purchase behavior during the COVID-19 epidemic.
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