Abstract
Covid-19 pandemic has affected various aspects of life, one of which is consumer behaviour in purchasing food products. This study aims to examine online purchase behaviour of food products of Bedukmutu online marketplace consumers during the Covid-19 pandemic. A 5-point Likert scale, Rank Spearman correlation and multiple linear regression were used to explore purchasing behaviour, factors that are correlated with and influence consumer purchasing behaviour of food products during the pandemic. The results showed that there was a slightly increase in the monthly purchasing activity of food products during the pandemic which was dominated by cooking oil and beverage products with an average purchase value of IDR 250,000 to IDR 500,000. Furthermore, compatibility and usability variable are proven to have a strong correlation and have a positive and significant effect on consumer purchase intention of food products during the Covid-19 pandemic.
Highlights
Corona Virus Disease (Covid-19) has been designated by World Health Organization (WHO) as a global disaster [1] that hit the majority of countries or is called a pandemic [2]
Respondents of this study were consumers of Bedukmutu food products consisting of lecturers and permanent employees of the Universitas Muhammadiyah Yogyakarta (UMY)
This is in line with data from the Human Resources Bureau of the Universitas Muhammadiyah Yogyakarta in 2020, where the majority of employees of UMY (522 people out of 831) are male [19]
Summary
Corona Virus Disease (Covid-19) has been designated by World Health Organization (WHO) as a global disaster [1] that hit the majority of countries or is called a pandemic [2]. Almost all sectors of life have been affected by this pandemic [4], some sectors have experienced an increase in performance [5]. The agricultural sector itself, affected in terms of disrupted supply chain, can still grow if it is able to utilize and switch to online services [7] because after all, food is still needed even though humans are at home
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