THE EFFECT OF ELECTRONIC WORD OF MOUTH AND PANIC BUYING ON PURCHASE DECISIONS IN THE PANDEMIC ERA ( Case Study: Panic Buying Bear Brand Product on Bandung Area)
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Date
2021
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Widyatama University - WIBEST
Abstract
The existence of this pandemic with the emergence of the Covid-19 virus which began on March 2, 2020 in
Indonesia and spread in 34 provinces. All activities including shopping are done online. This condition
creates a sense of fear and excessive anxiety in the community. Especially the excess of information that
spreads quickly makes all information confusing. This is one of the causes of panic buying. This study aims to
find the effect of electronic word of mouth and panic buying on purchasing decisions in the pandemic era.
With a case study conducted on bear brand products in the city of Bandung. With a sample of about 130
respondents and data analysis techniques using multiple regression analysis techniques that will be used to
answer research problems. The result for this study indicate e-WOM has an effect on purchasing decision
about 47,7% and panic buying has an effect on purchasing decision about 52,2%.