Determine Consumer Purchase Decisions with Micro of Community Activities Restrictions Enforcement (“Micro PPKM”) Moderator

Abstract

The Implementation Micro of Community Activity Restrictions (Micro PPKM) on a micro-scale or level 4 started in early July 2021 as an essential step for the government in tackling the spread of the COVID-19 pandemic. This step is also an anticipation of implementing Large-Scale Social Restrictions (PSBB), which have also been implemented previously but are deemed problematic for the community’s economy to implement micro PPKM Mikro. This study aimed to determine and analyze the influence of the marketing mix on consumer purchasing decisions on staple goods at the grocery store moderated by the micro PPKM situation. Data collection through questionnaires and differential semantic scale models. The samples taken in this study were ten times the number of variable indicators or 200 respondents. The study uses Confirmatory Factor Analysis with the SEM PLS model. This study found that the customer solution has a positive and significant effect on purchasing decisions. Customer cost has a negative and insignificant effect on buying decisions. Micro PPKM has a positive and significant effect on purchasing decisions. Meanwhile, micro PPKM does not moderate the relationship between customer solutions and purchasing decisions and does not moderate between customer costs and purchasing decisions.