Changes in the Culinary Purchasing Behavior via Digital due to the COVID-19 Pandemic

Abstract

Coronavirus , which spreads almost all over the world including Indonesia, is of great concern to the global public. In preventing the spread of virus, the government appealed to the public to work, study, worship, and even to process food process from home. The Public is required to provide their own food and drinks. People are also advised not to leave the house or eat at the restaurant. This pattern was applied by the public for approximately three months until finally felt bored. The use of an online application offering home culinary product delivery was finally glimpsed as a means of diverting food menus that are routinely tested at home by trying the foods and drinks offered. The purpose of study is to explore changes in purchasing behavior before and during the Covid-19 pandemic. This descriptive qualitative study used a purposive sampling method with respondents aged 12-60 years living in Soloraya area. Data collection was done by distributing questionnaires and secondary data. Implication of the results of study is that there are differences in face-to-face purchases appearing categories based on food type and distance. In purchasing behavior, consumers carry out the processes of (1) need recognition (2) research of information (3) selective and (4) purchase. The differentiating process during a pandemic is related to the frequency of purchases higher than that before the pandemic and consumers purchasing culinary product more selectively using digital system in terms of hygienic food processes, packaging products, and health delivery protocols.