Pengaruh Emosi Pada Perilaku Berbelanja Selama Pandemi Covid-19

SITI HARDIYANTI, Sari Winahjoe Siswomihardjo, Dr., MBA

2021 | Tesis | Magister Manajemen

Penelitian ini bertujuan menguji variabel persepsi ancaman terpapar virus COVID-19 dalam memengaruhi emosi dan perilaku antisipatif selama berbelanja di supermarket. Variabel dependen dalam penelitian ini adalah tindakan antisipatif konsumen yaitu perilaku pembatasan kontak, pembatasan pembelian produk tanpa kemasan, penjagaan jarak, pembatasan jumlah toko yang dikunjungi, pengoptimalisasian waktu belanja, pembelian produk dikenal, pembelian produk berperiode kadaluwarsa panjang, dan penerapan perlindungan pribadi tambahan. Sampel penelitian ini sebanyak 236 responden berusia 18-56 tahun yang berbelanja kebutuhan pokok di supermarket selama pandemi. Penghitungan nilai distribusi frekuensi dengan menggunakan 5 poin skala Likert. Data yang diperoleh dari survei diolah menggunakan model persamaan struktural atau Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa persepsi ancaman terpapar virus selama berbelanja menyebabkan peningkatan gairah melalui kesiagaan dan kewaspadaan responden secara signifikan dan menyebabkan penurunan kesenangan namun tidak signifikan. Meningkatnya gairah responden memengaruhi peningkatan perilaku tindakan antisipatif selama belanja dan secara bersamaan terjadinya peningkatan kesenangan juga disertai dengan peningkatan perilaku tindakan antisipatif oleh responden ketika berbelanja selama pandemi. Hal tersebut menginformasikan kepada pelaku bisnis ritel untuk meningkatkan rasa urgnesi konsumen di supermarket terkait keamanan, kenyamanan, dan kesehatan mereka.

This study aims to examine the perceived threat of being exposed to the COVID-19 virus in influencing emotions and anticipatory behavior during shopping at supermarkets. The dependent variable in this study is consumer anticipatory actions, namely contact restriction behavior, restrictions on purchasing products without packaging, distance distancing, limiting the number of shops visited, optimizing shopping time, purchasing known products, purchasing products with long expiration periods, and applying additional personal protection. The sample of this study was 236 respondents aged 18-56 years who shopped for basic needs at supermarkets during the pandemic. The calculation of the value of the frequency distribution using a 5-point Likert scale. The data obtained from the survey is processed using a structural equation model orStructural Equation Modeling-Partial Least Square (SEM-PLS). The results showed that the perceived threat of being exposed to the virus during shopping caused a significant increase in arousal through the respondents' alertness and alertness and a decrease in pleasure but not significantly. The increased arousal of respondents affects an increase in anticipatory action behavior during shopping and at the same time an increase in pleasure is also accompanied by an increase in anticipatory action behavior by respondents when shopping during a pandemic. This informs retail businesses to increase consumers' sense of urgency in supermarkets regarding their safety, comfort and health.

Kata Kunci : pandemi COVID-19, perilaku konsumen, emosi, dan tindakan antisipatif berbelanja