THE ROLE OF HEALTH PROTOCOL ON THE HYPERMART CONSUMERS’ PURCHASE DECISIONS IN PEKANBARU: A GENDER PERSPECTIVE

Authors

  • Muhalida Zia Ibhar Sekolah Tinggi Ilmu Administrasi Lancang Kuning Dumai
  • Frinov Feldiko Ibhar Sekolah Tinggi Ilmu Administrasi Lancang Kuning Dumai

DOI:

https://doi.org/10.29303/distribusi.v10i1.230

Keywords:

Economic, Gender, Health protocol, Purchasing decisions, Retail

Abstract

One of the Covid-19 pandemic impacts in Indonesia is changing consumer behavior in making purchasing decisions. In this study, to see involves that occur according to gender in making purchasing decisions after implementing health protocols. The company's implementation of health protocols is a consideration for customers in choosing where they shop. Therefore, this study aimed to see the effect of health protocols on customer purchasing decisions from a gender perspective and conducted this research at Hypermart Pekanbaru. This study took a sample of 400 active customers. This research uses the purposive sampling method, and SEM (Structural Equation Modelling) analysis was used in this study. The results showed that female consumers agreed more with the implementation of the health protocol and had a higher average score than male consumers. Furthermore, this finding revealed a significant effect on implementing suitable health protocols on consumer purchasing decisions. The implementation of health protocols carried out by Hypermart can consistently improve consumer purchasing decisions. Thus, companies must view this health protocol as necessary for consumers during the COVID-19 pandemic, even though the costs incurred tend to be expensive.

Downloads

Download data is not yet available.

References

Afrianti, N., & Rahmiati, C. (2021). Faktor-Faktor yang Mempengaruhi Kepatuhan Masyarakat terhadap Protokol Kesehatan Covid-19. Jurnal Ilmiah Permas: Jurnal Ilmiah STIKES Kendal, 11(1), 113–124.

Indonesia, B. (2021). Pertumbuhan Retail. Bank Indonesia.

Kotler, P., & Keller, K. (2012). Dirección de marketing (Decimocuarta ed.). Naucalpan de Juárez: Pearson Education.

Nurhalimah, N. (2020). Upaya Bela Negara Melalui Sosial Distancing Dan Lockdown Untuk Mengatasi Wabah Covid-19 (Efforts to Defend the Country Through Social Distancing and Lockdown to Overcome the COVID-19 Plague). Available at SSRN 3576405.

Downloads

Published

2022-03-29

How to Cite

Ibhar, M. Z., & Feldiko Ibhar, F. (2022). THE ROLE OF HEALTH PROTOCOL ON THE HYPERMART CONSUMERS’ PURCHASE DECISIONS IN PEKANBARU: A GENDER PERSPECTIVE. Distribusi - Journal of Management and Business, 10(1), 75–80. https://doi.org/10.29303/distribusi.v10i1.230

Issue

Vol. 10 No. 1 (2022): Distribusi, Maret 2022

Section

Articles

License

Copyright (c) 2022 Muhalida Zia Ibhar,S.Pd.,M.Ed, Frinov Feldiko Ibhar

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Penulis yang naskahnya diterbitkan menyetujui ketentuan sebagai berikut:

  1. Hak publikasi atas semua materi naskah jurnal yang diterbitkan/dipublikasikan dalam situs Jurnal DISTRIBUSI ini dipegang oleh dewan redaksi dengan sepengetahuan penulis (hak moral tetap milik penulis naskah). 
  2. Ketentuan legal formal untuk akses artikel digital jurnal elektronik ini tunduk pada ketentuan lisensi Creative Commons Attribution-ShareAlike (CC BY-SA), yang berarti Jurnal DISTRIBUSI berhak menyimpan, mengalih media/format-kan, mengelola dalam bentuk pangkalan data (database), merawat, dan mempublikasikan artikel tanpa meminta izin dari Penulis selama tetap mencantumkan nama Penulis sebagai pemilik Hak Cipta. 
  3. Naskah yang diterbitkan/dipublikasikan secara cetak dan elektronik bersifat open access untuk tujuan pendidikan, penelitian, dan perpustakaan. Selain tujuan tersebut, dewan redaksi tidak bertanggung jawab atas pelanggaran terhadap hukum hak cipta.