The Role of Changes in Customer Behavior on Smart Marketing Strategies in The Post-Covid Pandemic Era

Abstract

This study aims to describe the extent to which changes in consumer behavior patterns persist in the long term or only temporarily during the Covid-19 pandemic. Customers have often used communication technology so they can take advantage of its existing online applications to meet basic daily needs. An exploratory descriptive approach using qualitative and cross-sectional research methods is used to explain the relationship between changes in consumer behavior and marketing strategies. The data analysis using the Spradley Technique with domain and taxonomic analysis The results show that the online shopping pattern of the customer will continue until the next normal period. It is based on the characteristics of customer and technoculture theory. According to one of the major retailers in Indonesia, there has been an increase in transactions during social distancing by an average of 45%. Online shopping and home delivery services have also become consumer demand.