Perilaku Impulse Buying Di Masa Pandemi

Abstract

Tujuan riset ini adalah untuk menghasilkan kajian tentang perilaku konsumen tertama impulse buying di masa pandemi. Masa pandemi merupakan kondidi terjadinya wabah yang disebabkan oleh virus, sehingga membuat orang tidak berani melakukan kegiatan di luar rumah. Metode yang digunakan adalah deskriptif yaitu menggambarkan kondisi perilaku impulse buying dalam masa pandemic. Teknik pengumpulan data adalah Teknik observasi dan wawancara.Perilaku impulse buying terjadi karena adanya rangsangan dari toko atau ritel yang menawarkan barang yang menarik sehingga mengakibatkan adanya dorongan untuk membeli lebih banyak. Dalam masa pandemi, barang yang laku adalah berkaitan dengan alat pelindung diri dan makanan.Kata kunci. Pandemi, impulse, buyingThe purpose of this research is to produce a study of consumer behavior, especially impulse buying during a pandemic. A pandemic period is a condition for an outbreak caused by a virus, which discourages people from doing activities outside the home.The method used is descriptive, which describes the conditions of impulse buying behavior during a pandemic. Data collection techniques are observation and interview techniques.Impulse buying behavior occurs because of stimulation from stores or retailers that offer attractive goods, resulting in an urge to buy more. During a pandemic, the items that sell are related to personal protective equipment and foodKey word Pandemic, impulse, buying

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