Covid-19 Pandemic: Empirical Study of Determinants of Purchase Decision

Abstract

The purpose of this study was to determine the impact of lifestyle and price on purchasing decisions. Individual variables include lifestyle and price. The regulatory variable is the Covid-19 plague, and the dependent variable is the purchase decision. The survey data were obtained from a food factory (coffee shop) in Semarang. Population sampling is used. Data are collected through research methods such as direct surveys. Structural Equation Modeling (SEM) testing is used for data analysis. The model of the mathematical equation is used in a statistical test to show the effects of the independent variables on the dependent and controlled variables. The results of the study suggest that: 1) Purchasing decisions do not directly affect lifestyle. 2) The decision to buy has a negative effect on the price. 3) During the COVID-19 epidemic, lifestyle had a positive effect on purchasing decisions. 4) Transmission variable COVID-19 had a positive effect on purchasing decisions during the epidemic. Before the plague, prices were lower than usual, but coffee experts kept their distance, avoided crowds, and cared about their health.