Mayasari, Iin and Chrisharyanto, Handrix Bukti turnitin : A qualitative investigation on millennial consumer behavior in analyzing motivation, lifestyle, and consumer decision-making during the Covid-19 Pandemic. [Kinerja Dosen]
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27a ICARE202 Exploring motivation factors during pandemic-August, 3, 2021.docx (2).pdf Download (203kB) |
Abstract
This study discusses consumer behavior during a pandemic. The Covid-19 pandemic situation has changed consumer behavior in choosing a product. This study is a qualitative study using in-depth interviews to gather information on important changes in making decisions. The number of informants used in the study was 20 people. They provide opinions related to motivation and preferences related to product purchase decisions. There are fundamental changes in making decisions. The study results indicated that consumer behavior's main factor is motivation; lifestyle and decision making. There is a shifting orientation of consumer behavior. Consumer behavior's motivation is shifting from hedonic to utilitarian; consumer behavior tends to have more on important values related health, and focusing more on social values while the decision-making stresses on the cognitive and economic view. This study provides the importance of theoretical insight regarding shifting motivation, lifestyle, and decision-making in Indonesia's millennial consumer behavior.
| Item Type: | Kinerja Dosen |
|---|---|
| Subjects: | A General Works > AC Collections. Series. Collected works |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen-S2 |
| Depositing User: | Mrs Iin Mayasari |
| Date Deposited: | 29 Mar 2024 00:28 |
| Last Modified: | 29 Mar 2024 00:28 |
| URI: | http://repository.paramadina.ac.id/id/eprint/1607 |
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