Reza Suriansha

Development Economics Study Program, STIE Unisadhuguna Jalan Terogong Raya No.32, South Jakarta City, Special Capital Region of Jakarta 12430.

DOI : https://doi.org/10.47191/ijsshr/v7-i01-84

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ABSTRACT

This study was conducted to determine the effect of covid19 and the development of digital technology on customer behavior and how to shop for consumers. In this study there are four variables, namely Covid19 (X1), digital technology (X2), customer behavior (Y1) and how to shop (Y2). The population in this study were consumers who had bought and used a digital platform to shop at covd19 with a sample of 50 respondents selected using purposive sampling method. Collecting data in this study by giving questionnaires to respondents. While in terms of data analysis, this study uses the path analysis method with the help of SPSS version 26 and smart-PLS. The results showed that: 1) The impact of COVID19 has a positive and significant effect on Customer Behavior, 2) Digital technology has a positive and significant effect on Customer Behavior, 3) The impact of COVID19 has a positive and significant effect on How to Shop, 4) Digital Technology has a positive and significant effect on How to Shop, 5) Customer Behavior has a positive and significant effect on how to shop, 6) The impact of COVID19 has a positive and significant effect on How to Shop through Customer Behavior, 7) Digital Technology has a positive and significant effect on How to Shop through Customer Behavior.

KEYWORDS:

Covid19, Digital technology development, Customer Behavior, Ways of Shopping

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Volume 07 Issue 01 January 2024