Pengaruh Pembatasan Sosial Saat Pandemi Covid-19 Terhadap Intensitas Penggunaan Jasa Proxy Buying di Indonesia Atas Produk Asal Korea Selatan
Khadijatusalma, Dr.Geog. Dodi Widiyanto, S.Si., MRegDev.
2023 | Skripsi | PEMBANGUNAN WILAYAH
Kebijakan
pembatasan sosial akibat Pandemi Covid-19 berimplikasi pada transisi ruang
aktivitas dari ruang fisik berpindah ke ruang virtual. Regulasi tersebut menyebabkan
tingginya intensitas penggunaan ruang virtual saat masa karantina, termasuk
untuk hobi terkait hallyu Korea. Oleh karena itu, penelitian ini
bertujuan untuk: (1) mengidentifikasi profil sosio-demografi pengguna jasa proxy
buying di Indonesia, (2) menganalisis perubahan trend pengeluaran
oleh pengguna jasa proxy buying sebelum dan saat Pandemi Covid-19, dan
(3) menjelaskan trend intensitas pengeluaran dalam linimasa grafis
kebijakan pembatasan sosial Covid-19. Metode penelitian menggunakan deskriptif
kuantitatif, tujuan ke-1 dan ke-3 dianalisis dengan analisis deskriptif dan
tujuan ke-2 dengan statistik deskriptif. Data yang digunakan bersifat primer
dan dihimpun melalui kuesioner dengan jumlah sampel minimal 96 responden yang
ditentukan melalui perhitungan Lemeshow.
Hasil penelitian
menunjukkan bahwa berdasarkan aspek sosio-demografi, konsumen jasa proxy
buying dapat dibedakan berdasarkan domisili dominannya selama pandemi,
jenis kelamin, usia, pendidikan, pekerjaan, platform media yang digunakan, dan lama
waktu akses konten Korea. Terdapat trend kenaikan konsumsi ditandai
dengan meningkatnya pengeluaran untuk jasa proxy buying selama pandemi
dengan peningkatan tajam pada tahun 2020. Lonjakan rerata pengeluaran sebesar
6,43% mengindikasikan perubahan konsumsi jasa proxy buying terbesar muncul
saat transisi ruang pertama kali terjadi ketika kebijakan PSBB berlaku. Adapun
variasi frekuensi pengeluaran bervariasi, secara umum terjadi kenaikan pada
jumlah konsumen dengan frekuensi konsumsi jasa proxy buying yang
meningkat.
The Covid-19 pandemic
has become a global pandemic which has led to a social restriction policy. This
has implications for the transformation of human activity space which initially
occurred in physical space and then moved to virtual space. Restrictions on
physical and social activities result in high-intensity use of virtual space
during the quarantine period, including for hobbies related to Korean hallyu.
Therefore, this study aims to: (1) identify the socio-demographic profile of
users of proxy buying services in Indonesia, (2) analyze changes in spending
trends by users of proxy buying services before and during the Covid-19
Pandemic, and (3) explain trends spending intensity in the graphical timeline
of the Covid-19 social restriction policy. The research method used is
quantitative descriptive in which the 1st and 3rd objectives are analyzed with
descriptive analysis and the 2nd objective with descriptive statistics. The
data used is primary and collected through a questionnaire with a minimum
sample size of 96 respondents determined by Lemeshow calculations.
The results of the study
show that based on socio-demographic aspects, consumers of proxy buying
services can be differentiated based on their dominant domicile during the
pandemic, gender, age, education, occupation, media platforms used to access
Korean content, and the length of time access to Korean content. In addition,
there is a trend of increasing consumption marked by increased spending on
proxy buying services during the pandemic with a rapid increase in 2020. The
increase in average expenditure of 6.43% indicates that the most significant
change in consumption of proxy buying services happened when the spatial
transformation first occurred when the Large-Scale Social Restrictions (PSBB)
policy was enacted. As for the variations in spending frequency, there was an
increase in the number of consumers with the increasing frequency of
consumption of proxy buying services.
Kata Kunci : proxy buying, Covid-19, transisi ruang, pembatasan sosial