The Influence of Consumer Behaviour towards Online Shopping during COVID-19 Pandemic on Purchase Decision Football Merchandise in Persib Bandung Vrisly Putri (a*), Arfenia Nita (b)
a) School of Business and Management, Bandung Institute of Technology
Jalan Ganesha 10, Bandung 40132, Indonesia
*vrisly_putri[at]sbm-itb.ac.id
b) School of Business and Management, Bandung Institute of Technology
Jalan Ganesha 10, Bandung 40132, Indonesia
Abstract
The pattern of consumer behavior during COVID-19 experiences changes in purchasing products. This can be seen from the way consumers buy products during COVID-19 pandemics through online platforms which have an impact on a business. This research focused on the case football club in Indonesia is Persib Bandung related with the impact of COVID-19 pandemic become the things behind consumer behavior affects on purchase decision Persib Bandung products through online platform. The aims of this study are identified factor are indicated to consumer behavior towards purchase decision and find out the influence of these factors have effect on purchase decision. This study uses a mixed method with qualitative through semi-structured interviews to 7 participants and questionnaires distributed to 201 respondents with the criteria of people who have bought Persib Bandung products during COVID-19 through online. Interview results are 4 additional factors of consumer behavior towards purchasing decisions including online shopping attributes, product attributes, price, promotion. The findings quantitative show that social factors, personal factors, online shopping attribute factors have a significant influence on purchasing decisions. This research will be aimed to assisting Persib Bandung in paying attention the context of consumer behavior factors towards purchasing decisions during COVID-19 pandemic.
