THE CHANGE OF LIFESTYLE FACTORS THAT INFLUENCES PURCHASE DECISION DURING COVID-19: A STUDY CASE OF FOOD CONSUMPTION IN PEKALONGAN CITY

Abstract

Since the earlier of 2020, Indonesia has been fighting against Covid-19 and currently, there have been more than thousands of people infected by Covid per day. This raises fears of all sectors, especially in business. All regulations and policies such as social distancing, health protocols, work from home, travel restrictions, and self-isolation at home have been implemented by the Government. As a result, all workforce must be reduced in all economic sectors, which causes an increase in the number of unemployed. If schools and offices are closed, some of the populations are influenced to change their life into a healthy lifestyle in order to prevent any disease that will come to them. This case will impact to their trust towards the food-seller and they will decide whether they purchase or not. Hence, this research explains the influence of the lifestyle towards purchase decision through customer trust as the mediating variable. The variables of this research such as the dimensions of lifestyle (activity, interest, and opinion) as independent variables, purchase decision as tothe dependent variable, and customer trust as the mediating variable. This research is a quantitative research using SmartPLS 3.2.8 (Partial Least Square-Structural Equation Model) with 171 respondents who live in Pekalongan area. The result shows there are only interest and opinion affecting customer trust and also have positively affecting towards purchase decision. The activity is also positively affecting customer trust but needs others indirectly affecting purchase decision. In addition, customer trust also needs other affecting purchase decision. Hence, this research explains that the analysis of the change of consumer’s lifestyle will increase their trust and finally increases their purchase decision so that the entrepreneur can keep their business survive and not threatened with bankruptcy.