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)
Keywords:
Electronic word of mouth, Panic Buying, Purchase DecisionAbstract
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%.
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