Research Paper
Year: 2023 | Month: June | Volume: 10 | Issue: 6 | Pages: 729-747
DOI: https://doi.org/10.52403/ijrr.20230686
Consumer Behavior on Buying Decision Sanitation Product in Jakarta, Tembagapura, and Bandar Lampung After the End of PPKM
Rakhmat Riyanto1, Klaudia Anatasia Parengkuan2, Andrew Edbert3, Faranita Mustikasari4
1,2,3,4Management Department, BINUS Business School Master Program, Bina Nusantara University, Jakarta, Indonesia, 11480
Corresponding Author: Rakhmat Riyanto
ABSTRACT
As governments impose movement restrictions to reduce COVID-19 infections, many people experienced changes in daily lives. The utilization of hand sanitizers in public spaces has increased due to the COVID-19 pandemic. Eventually, On December 30, 2022, the Indonesian government ended PPKM – the Indonesian-specific COVID-19 restrictions. Through this paper, researchers determined changes in consumer behavior towards sanitation products, how they impacted consumption, and which product categories were affected after the end of PPKM in Jakarta, Tembagapura, and Bandar Lampung. Research participants were located in three cities with total survey participants were 406. Data was collected using the convenience sampling method and a questionnaire adopting the statement of Liu et al. (2021). In analyzing the collected data, several statistical techniques were used and SEM analysis used AMOS with a two-step process. The results of this study prove that there is no change in consumer behavior in buying sanitation products (M: and SD:) and from the beginning of the COVID-19 pandemic to the end of PPKM, cleanliness has become the most important need for comfort and health (M: and SD:). This research can be used to help hand sanitizer manufacturers to rescale their production capacities and will be useful for hand sanitizer and sanitation product manufacturers to prepare their long-term marketing strategy. However, this study only focuses on hand sanitizers, while tons of sanitation products can be covered. Furthermore, this research can be conducted in more than three cities in Indonesia so that the result will be more represent the general Indonesian population.
Keywords: Consumer Behavior, Purchase Decisions, Sanitation, The End of PPKM
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