JAKARTA CONSUMER RESPONSE DURING THE COVID-19 PANDEMIC
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Abstract
A critical circumstance we have around the world include Indonesia since March
2020 named the COVID-19 pandemic, with the lockdown, semi-lockdown
situation, and social distancing impacted economic instabilities of the nations and
change in market dynamics. As we know, market competitiveness, economic
integration, and growth are driven by consumers. This crisis makes consumers
worldwide, including Indonesia, experience behavior transformation, improvise
and learn new habits. Despite the situation, this research would like to examine more deeper how consumers in Indonesia respond to threats such as the COVID19 pandemic that disrupt consumers’ routine and lives and the immediate effects
of the COVID-19 pandemic on consumption and consumers’ behavior in
Indonesia. This research conducts a structured interview with twenty-three
informants with open-ended questions to get qualitative data as primary data and
secondary data from magazines, national newspapers, and the internet. This
research aims to formulate consumers’ adaptive response in Indonesia in more
detail by having a unique country specific framework. The empirical findings of
this research identified that the COVID-19 pandemic is external threat that bring
disruption and utter unique responses to Indonesia’s consumers with storehouse,
pent-up demand and accepting digital technology. In addition, this research
could also help company to develop specific business strategies to support
consumers and country in this pandemic situation.
Article Details
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