Understanding the Change of Small Business Customers Neurobehavior Affected by the Outbreak of Corona Virus 2019 in Indonesia

Abstract

This qualitative study aimed to understand the changes in the neurobehavior of small business customers as a result of national social distance policies in response to stop the spread of the Corona virus 2019 pandemic in Indonesia. The effort to stop the spread of Covid-19 is believed to have a close relationship with changes in the buying decision neurobehavior of all small business customers globally including Indonesian businesses. To help understand this change and its complexity caused by national social distance policy, there are a series of observations and in-depth interview sessions with some Indonesian culinary connoisseurs. After the data is collected, the process of analysis using qualitative phenomenological techniques and in-depth interpretations to see changes in collective neurobehavior meets the reliability and validity of research questions. Strengthening existing information on responses from changes in the neurobehavior of small business customers, the results revealed that the 15 voices of local customers interviewed from different neurobehavioral perspectives, incentives and perspectives have shown relatively significant changes related to government policies regarding social distance during local lockouts. Based on some previous observations; the study of neurobehavioral change resulting from covid-19 has given a big impact for small business decision makers. The results of this investigation can be divided into three parts; First, changes in customer neurobehavior in support of the national policy of closing the crowd, including the market. Second, concerns of small business people that small businesses have difficulty helping customers buy less what they only need rather want. Third, the customers are more shop from home using digital especially those in city areas. Therefore, direct input from the community is very useful in making the next policy to respond to community-related actions with entrepreneurial participation in government actions against the corona-virus epidemic. Then further research will be needed as supporting research evidence to anticipate the spread of the 2019 corona virus.