FACTORS INFLUENCES THE RESPONSE OF MARKETPLACES USERS DURING “STAY AT HOME” CAMPAIGN (COVID – 19) PANDEMICS

Abstract

ABSTRACT The problem background is during the COVID-19 pandemic the Government conduct the “Stay at Home” campaign which caused all the activities includes shopping should be done at home. This study is aims to determine whether the consumers keep using SHOPEE and TOKOPEDIA during the “Stay at Home” campaign. Also, to determine whether the digital marketing, e-security, perceived ease of use, information quality, and WOM do affects the response of SHOPEE/TOKOPEDIA users. In this study is using snowball approach. Also, the data are provided by distributing the questionnaires to the respondents which is a President University students and people in the range of aged 17-40 years old. To analyze the data by using T-test and F-test, but the data must be passed the validity test and reliability test first then continue to the classic assumption test. The results show that only Perceived ease of use partially influence the response of SHOPEE user and WOM & the digital marketing partially influence the response of TOKOPEDIA during the “Stay at Home” campaign (COVID-19) pandemics. Digital marketing, security, information quality, perceived ease of use, word of mouth simultaneously influences the response of SHOPEE & TOKOPEDIA user during the “Stay at Home” campaign COVID-19 pandemic.