Dampak Covid-19 dan pembatasan sosial berskala besar pada perilaku konsumen bidang makanan dan minuman di era new normal di Jakarta dan Tangerang

Rahardja, Cornelius James (2021) Dampak Covid-19 dan pembatasan sosial berskala besar pada perilaku konsumen bidang makanan dan minuman di era new normal di Jakarta dan Tangerang. Bachelor thesis, Universitas Pelia Harapan.

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Abstract

Pembuatan penelitian ini bertujuan untuk meneliti pengaruh Covid-19 dan pembatasan sosial berskala besar terhadap perilaku konsumen di era “New Normal” bidang makanan dan minuman di Jakarta dan Tangerang. Adapun, latar belakang dari penelitian ini adalah munculnya pandemi Covid-19 baik di Indonesia maupun di negara-negara lainnya. Covid-19 sendiri merupakan singkatan dari Coronavirus Disease 2019. Virus ini menyebabkan penyakit terutama pada manusia, ditandai dengan gejala seperti batuk, flu, lesu, sesak nafas, hingga gagal organ bahkan kematian. Penyebarannya yang begitu cepat membuat pemerintah dari berbagai negara mempunyai cara-cara tersendiri untuk memutus rantai penyebaran virus Covid-19. Sejumlah negara melakukan pembatasan aktivitas diluar rumah, seperti lockdown dan PSBB yang menjadi usaha pemerintah Indonesia untuk menekan laju peningkatan penyebaran virus ini. PSBB sendiri adalah pembatasan- pembatasan kegiatan pada sektor-sektor tertentu termasuk juga menekankan kepada masyarakat untuk menunda terlebih dahulu kegiatan-kegiatan yang sifatnya mengumpulkan banyak orang. Selain berpengaruh terhadap aktivitas masyarakat, pandemi ini dan PSBB juga berpengaruh terhadap perilaku konsumen, terutama pada bidang makanan dan minuman dalam melakukan membeli dan mengkonsumsi. Penelitian ini dilakukan dengan cara melakukan survei berupa penyebaran kuisioner online kepada masyarakat yang berdomisili di Jakarta dan Tangerang. Target minimal dari sampel yang diambil dari penelitian ini adalah 100 orang. Analisa data survei diuji dengan menggunakan instrumen SPSS (Statistical Package for the Social Science) dan Microsoft Excel. Pengujian data yang dilakukan diantaranya adalah uji validitas, uji reliabilitas, uji normalitas, uji multikolinearitas, uji heterokedesitas, uji Spearman, dan uji regresi linier berganda. Hasil pengujian data yang diperoleh dari survei dibandingkan dengan teori statistik, dan menghasilkan data yang menerima hipotesis H3, yang menyatakan bahwa Covid-19 dan pembatasan sosial skala besar secara simultan berpengaruh secara positif terhadap perilaku konsumen di era “normal baru” di Indonesia. sektor Makanan dan Minuman di Jakarta dan Tangerang. Variabel independen juga diuji secara parsial terhadap variabel dependen, hasilnya juga menyatakan bahwa Covid-19 dan pembatasan sosial berskala besar berpengaruh secara positif dan signifikan terhadap perilaku konsumen era “New Normal” pada sektor Makanan dan Minuman di Jakarta dan Tangerang, yang mengarah pada kesimpulan untuk menerima hipotesis H1, H2 dan H3. The purpose of this study was to examine the effect of Covid-19 and large-scale social restrictions on consumer behavior during the “New Normal” era in the Food and Beverage sector in Jakarta and Tangerang. Meanwhile, the background of this research is the emergence of the Covid-19 pandemic both in Indonesia and in other countries. Covid-19 itself stands for Coronavirus Disease 2019. This virus causes disease, especially in humans, characterized by symptoms such as cough, flu, lethargy, shortness of breath, organ failure and even death. Its spread is so fast that governments from various countries have their own ways to break the chain of spreading the Covid-19 virus. Several countries have restricted activities outside the home, such as lockdowns and social large-scale social restrictions, which are the efforts of the Indonesian government to reduce the rate of increasing the spread of this virus. Large-scale social restrictions itself is a limitation of activities in certain sectors, including emphasizing the public to postpone activities that collect large numbers of people. As well as influencing community activities, this pandemic and the PSBB also affected consumer behavior, especially in the food and beverage sector in buying and consuming. This research was conducted by conducting a survey in the form of distributing online questionnaires to people who live in Jakarta and Tangerang. The minimum target of the sample taken from this study is 100 people. Survei data analysis was tested using the SPSS (Statistical Package for the Social Science) instrument and Microsoft Excel. The data testing included validity test, reliability test, normality test, multicollinearity test, heterocedesity test, Spearman test, and linear regression test. The results of the testing of data obtained from the survei are compared with statistical theories, and produce data accepting the hypothesis H3, stating that Covid-19 and large-scale social restrictions simultaneously have an positive effect consumer behavior in the “New Normal” era in the Food and Beverage sector in Jakarta and Tangerang. The independent variables were also tested partially towards the dependent variable, the results also state that Covid-19 and large-scale social restrictions have a positive and significant effect on consumer behavior in the “New Normal” era in the Food and Beverage sector in Jakarta and Tangerang, which leads to a conclusion to accept the hypotheses H1 and H2.

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