UNDERSTANDING CONSUMER BEHAVIOR IN THE ERA OF COVID-19: A PHENOMENOLOGICAL APPROACH
Abstract
This paper aims to understand the consumer behavior in the covid-19 era. The
COVID-19 pandemic has a very significant impact on the domestic economy of the nation-
state and the existence of MSMEs. This study uses a phenomenology approach to see the
tendency of individuals or groups to behave in the Covid-19 era. The results of this study are
a change in consumer behavior patterns, namely more focus on health care, sharing
motivation, economic ability, family togetherness, and reference groups. Business actors need
to realize this community behavior pattern in seizing business opportunities.
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