Understanding millennial’s online buying behavior during pandemic Covid-19

Abstract

The challenge the world facing at the moment regarding this global pandemic is not only people’s health but also many aspects that will have many implications that might last well into the decade. This situation is rapidly changing the industries of all shapes and sizes. The economic turn-around does having noticeable impact on consumers buying behavior, from travel & tourism, to dining and recreation, and whether for business or pleasure. This study examines the change of buying behavior in Millennials during Pandemic Covid 19. Quantitative Research Method using Self-Administered Questionnaire was applied to non-probability convenience samples of 396 students in Faculty of Economics Universitas Pakuan, Bogor. The data collection has been processed and analyzed with SEM Lisrel and concluded that among three variables; Marketing Stimuli, Social and Psychological factors, Marketing is found to be the most influence factor for Buying Decision.