Beban Infomasi Media Sosial Dan Niat Melakukan Isolasi Mandiri serta Panic Buying Selama Pandemi Covid 19

Purwanto Purwanto, Dedy Ansari Harahap, Dita Amanah, Muji Gunarto

Abstract


Selama pandemi COVID-19, terjadi perilaku konsumen yang tidak biasa, seperti membeli kebutuhan pokok dalam jumlah besar. Peneliti menyelidiki perilaku ini saat ketakutan akan gangguan pasar konsumen mulai beredar, untuk mengetahui perilaku manusia dalam situasi yang unik ini. Berdasarkan kerangka stimulus-organisme-respons (SOR), konstruksi model struktural yang menghubungkan pajanan sumber informasi online (stimulus lingkungan) dengan dua respons perilaku: pembelian yang tidak biasa dan isolasi diri sukarela. Untuk menguji model yang diajukan, kami mengumpulkan data dari 236 responden di Indonesia melalui survei online, dan melakukan analisis menggunakan PLS-SEM. Hasil analisis menemukan hubungan yang kuat antara niat diri untuk mengisolasi diri dan niat untuk melakukan pembelian yang tidak biasa, dan memberikan bukti empiris bahwa perilaku konsumen yang dilaporkan terkait langsung dengan perkiraan waktu yang dihabiskan untuk isolasi diri. Lebih lanjut, hasil penelitian menemukan kelebihan beban informasi merupakan prediktor kuat cyberchondria. Persepsi keparahan situasi dan cyberchondria berdampak signifikan terhadap niat orang untuk melakukan pembelian yang tidak biasa dan melakukan isolasi diri secara sukarela. Penelitian di masa depan diperlukan untuk memastikan efek jangka panjang pandemi terhadap layanan konsumen dan ritel.


Keywords


Kelebihan beban informasi, persepsi keparahan, cybercondria, pembelian panic buying.

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References


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DOI: http://dx.doi.org/10.32832/jm-uika.v12i2.4327

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