Abstract
The occurrence of the Covid-19 pandemic has resulted in consumers being reluctant to go far to shop, so nanostores are a choice. There are thousands of nanostores in Indonesia. However, not all nanostores are in demand by consumers, some nanostores are abandoned because they cannot adapt to consumer needs. This study aims to find factors and dimensions of purchase motives that can be used to increase sales and revenue of nanostores. The study used an explanatory survey method. The survey was conducted on 210 nanostore consumers in the city of Bandung, Indonesia. The research data were analyzed using confirmatory factor analysis. The study results obtained three dimensions of consumer buying motives in nanostores: product attributes, self-orientation, and service guarantee. These are dimensions that consist of 12 factors and the majority of factors tend to be based on rationality or things related to healthy logic. To increase their revenue and growth, it is recommended that nanostore entrepreneurs understand consumer buying motives according to community conditions.
Highlights
The study results obtained three dimensions of consumer buying motives in nanostores: product attributes, self-orientation, and service guarantee. These are dimensions that consist of 12 factors and the majority of factors tend to be based on rationality or things related to healthy logic. To increase their revenue and growth, it is recommended that nanostore entrepreneurs understand consumer buying motives according to community conditions
This study aims to find the determinants of consumer purchasing motives for nanostores and analyze their relationship
The results of the analysis are useful in filling the gap in understanding the purchasing motives of nanostore consumers during the Covid-19 pandemic in Indonesia
Summary
Many new nanostores have emerged that can seize opportunities by meeting consumer needs, such as providing services with health standards. Nanoshops like this are preferred and attract more consumers. Nanostore entrepreneurs who know their consumers’ buying motives accurately, will be able to provide the right merchandise and services according to consumer tastes. This will be able to increase revenue and determine the growth of the company. The purpose of this study is to understand consumer buying motives, factors, and dimensions that can be used by nanostore entrepreneurs in increasing their revenue growth
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