The Impact Of Covid-19 On Consumer Behaviour In The Ecommerce Industry In Indonesia

Abstract

The purpose of this study is to identify factors that influence a change in consumer behaviour in the e-commerce industry during the pandemic caused by coronavirus disease (COVID-19). This study will provide a better understanding of the significance of these factors to be identified. The factors mentioned are based on literature review are; personal, psychological and social factors. The pandemic has caused a major outbreak and has changed the consumer behaviour in e-commerce industry. There is minimal research done to solve problems relating to this and there is a lack of understanding of the consumer behaviour pattern. This paper provides a well-structured and detailed survey using a seven-point Likert scales which was targeted to 150 e-commerce customers in Indonesia on July 2021 with the purpose to address the issue. The data collection was gathered within 3 full days using descriptive statistical analysis, reliability analysis and multiple correlation analysis for data processing method. The result shows that each factor showed significant correlation among each other and the social factor has the highest significance value compared to the other variables.