Factor Identification on Consumer Behavior of Fashion Department Store in The New Normal Era of COVID-19 in Indonesia

DOI

10.2991/assehr.k.211228.029How to use a DOI?

Keywords

Department Store; Covid-19; Consumer Behavior; Factor Analysis

Abstract

Covid-19 affects various areas of life, one of the sectors are most affected by the Covid-19 pandemic is the fashion department store industry. The implementation of social restrictions policies by the Indonesian government, followed by the increase of public awareness regarding health, have convinced consumers to undertake activities at home. Those factors brought on a change in consumer behavior of fashion department stores in Indonesia. These behavioral changes included reducing the purchase of fashion products as they are discretionary products, shifting the purchasing of fashion products through online channels, and reducing visits to public places to avoid crowds as an effort to prevent the transmission of coronavirus. During the New Normal, social restrictions were loosened that shops began to reopen, but consumers did not automatically want to visit fashion department stores. Consumers were still worried about the health risks regarding coronavirus when they revisit the store. There had been previous research about consumer behavior and retail stores during the pandemic, both in Indonesia and abroad, although there was no specific research examining consumer behavior of fashion department stores during the New Normal period in Indonesia. This study aims to identify the factors shaping the consumer behavior of fashion department stores during the New Normal in Indonesia. This study used quantitative methods with action research factor analysis. The process used online surveys to obtain data from the research population, namely fashion department store consumers in Indonesia of 258 respondents. The data were processed using statistical factor analysis to find factors shaping consumer behavior in fashion department stores during the New Normal. The results showed that eight factors shape the behavior of fashion department store consumers during the New Normal period, namely retail density, fashion department store attributes, experience, hedonic motivation, fashion product attributes, public space, motivation, and price.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Anita Rahayu
AU  - Dona Saphiranti
AU  - Prabu Wardono
PY  - 2021
DA  - 2021/12/28
TI  - Factor Identification on Consumer Behavior of Fashion Department Store in The New Normal Era of COVID-19 in Indonesia
BT  - Proceedings of the ICON ARCCADE 2021: The 2nd International Conference on Art, Craft, Culture and Design (ICON-ARCCADE 2021)
PB  - Atlantis Press
SP  - 220
EP  - 228
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211228.029
DO  - 10.2991/assehr.k.211228.029
ID  - Rahayu2021
ER  -