Peningkatan Motif dan Gaya Berjualan Daring Pada Masa Pandemi Covid-19

Azizah Des Derivanti

Abstract


Artikel ini bertujuan mendeskripsikan peningkatan motif dan gaya berjualan daring dan implikasinya terhadap gaya belanja selama pandemi Covid-19 di Indonesia. Penelitian dilandasi oleh teori perubahan motif dan gaya berjualan yang berkembang dari AIDMA (Attention, Interest, Desire, Memory, Action) menjadi AISAS (Attention, Interest, Search, Action, Share) serta teori Theory of Planned Behavior (Ajzen, 2005). Untuk menjawab masalah penelitian, peneliti menggunakan pendekatan penelitian kualitatif: studi kasus deskriptif. Hasil penelitian menunjukkan sebelum adanya pandemi Covid-19, sebenarnya sudah mengalami perubahan motif dan gaya penjualan dan gaya belanja, yaitu dari AIDMA (Attention, Interest, Desire, Memory, Action) menjadi AISAS (Attention, Interest, Search, Action, Share). Sedangkan pelaku konsumen aktif yang rajin melakukan rating, review dan recomendation (3R). Setelah pandemi Covid-19, terjadi peningkatan dan perluasan pada jumlah dan jenis produk dan segmen yang meluas pada segmen generasi X, Y, dan Z.

This article aims to describe the increase in motives and styles of selling online and their implications for shopping styles during the Covid-19 pandemic in Indonesia. The research is based on the theory of changing motives and selling styles that has evolved from AIDMA (Attention, Interest, Desire, Memory, Action) to AISAS (Attention, Interest, Search, Action, Share) as well as the Theory of Planned Behaviour (Ajzen, 2005). To answer the research problem, we use a qualitative approach, namely descriptive case study. The results show that prior to the Covid-19 pandemic, there have actually been changes in sales motives and styles and shopping styles from AIDMA (Attention, Interest, Desire, Memory, Action) to AISAS (Attention, Interest, Search, Action, Share). Meanwhile, consumers actively conduct ratings, reviews and recommendations (3R). During the pandemic , there is an expansion in the numbers and types of products and segments that have reached the X, Y, and Z generations.

 


Keywords


Gaya berjualan; Gaya belanja; Motif berjualan; Pandemi Covid-19

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DOI: http://dx.doi.org/10.36451/j.isip.v17i2.48

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Jurnal ISIP : Jurnal Ilmu Sosial dan Ilmu Politik is licensed under a Creative Commons Attribution 4.0 International License.